At Masterworks, we love data. And one of the things we track closely is the rate of conversion to monthly giving across different moments in a donor’s time on file. Why? To make sure we’re delivering the right message, at the right time, and in the right place.
One finding we’ve seen consistently is that new donors are the most likely to become monthly givers.
I remember when I started working in nonprofit fundraising decades ago, and I was pulling data selects for the monthly donor recruitment mailings. We assumed the best people to ask were the most committed donors. Logically, becoming a monthly donor was a big commitment, so we assumed we should ask the most loyal of donors. Our selects would focus on donors who had been on file and giving for three or more years and who had made multiple gifts in a year.
But what we are seeing in the data today is that if you want to grow your recurring program, don’t wait, ask early!
New donors are far more likely to join a monthly giving program than long-time donors. Why? Our hypothesis is that the relationship has not been defined yet. Long-standing donors have already found a rhythm that works for them. They’re satisfied with their giving pattern. New donors, on the other hand, haven’t settled into a pattern. They’re still forming expectations and are open to new ways of engaging.
But Channel Matters, Too
When we dig deeper, we see another clear trend: Digital donors are significantly more likely to become monthly donors than direct mail donors. And it’s not just online. We’ve observed higher monthly conversion rates from donors acquired through broadcast and face-to-face channels as well.
So what does this all mean for you?
- Act Quickly: The best moment to ask for a recurring gift is right after a donor’s first gift. Make it part of your welcome series, both online—through email and digital ads—as well as in the mail.
- Ask Often: Moving a donor from a single gift relationship to a recurring one can boost their long-term value 7x! Although the ROI on a recruitment campaign might be lower than an urgent ask, it likely will result in better performance from the donor over time. We include quarterly recruitment campaigns in our email plans for many clients.
- Leverage High-Performing Channels: If you have a strategic goal to grow your monthly giving program, make sure your new donor acquisition aligns with it. Shift budgets to the channels—like digital—and tactics that will help increase the likelihood of conversion.
By combining timing insights with channel performance, you can dramatically improve your chances of turning more first-time givers into long-term monthly supporters.
