Monthly Giving

A monthly giving program helps build a constant and predictable revenue stream, is relatively easy to maintain, and builds long-term relationships with donors that can lead to larger, planned gifts.

Monthly giving is more important now than ever

Monthly giving is more important now than ever, especially for digital.​​ According to a recent study from M+R Benchmarks (2020), monthly giving covers 17% of overall online revenue in one calendar year. Monthly giving revenues can, especially as they grow, provide a steady foundation of funding to support your programs. ​​

We can help you continue to grow online monthly giving in the following ways:​​

  • Tailoring cultivations and special appeals to current sustainers.
  • Inviting one-time donors to become sustainers with a monthly donor email and advertising series.​​
  • Creating a name and branded elements for your sustainer program, helping to improve its presence on your website and social media platforms. 
  • Brainstorming upgrade strategies for current monthly donors.

The Drug Policy Alliance: online fundraising campaign

Communication Collateral, Design, Digital marketing, Email Marketing, Social Media Marketing, Strategy

Case Study: The Drug Policy Alliance Monthly giving campaign

The Drug Policy Alliance (DPA) focuses on promoting drug policies that are grounded in science, compassion, health and human rights. Currently, DPA has a branded monthly program called “The Reformers Club” and obtained over 700 monthly donors in the last 3 years. To continue growing DPA’s Reformers Club, we utilized a $100 matching gift offer for each new monthly donor attained throughout the campaign. ​​

FNY led the strategy, copy and design for email, organic, and paid social media. In conjunction, we ran Facebook ads, which targeted custom CRM audiences and prospect audiences. ​​


The campaign earned more than 30 new monthly donors worth over $6,000-$8,000 a year in revenue while holding strong KPIs, with open-rates and click-rates exceeding industry standards. The average open-rate was a solid 16% and average click-through rate was 1.2%. DPA’s social media channels and Facebook advertising helped increase reach and engagement throughout the campaign.​

Whether your sustainer program is in its infancy, or ready for additional growth, it’s always a good time to start planning and strategizing for your monthly giving program. Contact us today to learn more!

Questions about our services or approach to fundraising?

We can customize a scope of work to respond to your greatest needs — building either a standalone project to fill essential gaps in the short term or looking at a longer-term relationship for ongoing strategy consulting. 

If you aren’t sure where to begin, we are eager to open up a conversation to explore more!