Sustainer programs might be one of the worst-kept secrets in the fundraising space. Most fundraisers know recurring giving serves as a powerful tool to drive dependable revenue, higher retention, and deeper long-term engagement for nonprofits. But ironically, we often see it overlooked by nonprofits. 

Looking to grow your sustainer program?

You’re in the right place! Here are some dos and don’ts to help you get started.

 

Do: Identify opportunities for conversion

The good news is that the best sustainer prospects are likely already on your donor file! Using giving history, we can identify donors who are most likely to become sustainers, targeting them with a surround-sound, cross-channel experience. Models are also a great predictability tool. They can analyze a donor’s transaction history across non- and for-profits to identify trends and their likelihood of becoming a sustainer to your own organization. 

Donors who have given multiple times are great potential sustainers. And new single-gift donors are a huge area of opportunity, too. In fact, they’re most likely to convert when asked within 60 days of their first gift. 

Offering a small incentive, such as a branded premium, or implementing or refining a sustainer ask in the welcome journey can go a long way when trying to convert single-gift donors into sustainers. Additionally, email and mailed welcome acknowledgements, and/or paid media targeting can encourage donors to deepen their commitment to your mission.

 

Don’t: Forget that small increases can go a long way

When it comes to increasing sustainer revenue,  slow and steady wins the race. Even modest increases in monthly, quarterly, or annual giving can generate significant long-term revenue. By launching occasional, targeted, data-driven upgrade campaigns, sustainers can deepen their commitment in a manageable way. For example, framing your messaging as “just a little more to do a lot more for X” reinforces the impact of even small increases in support. Moreover, don’t be afraid of including your sustainers in key one-time appeals as well. Sustainers are among your most loyal donors and many will respond when given the opportunity. (Of course, it requires a well-thought strategy and cadence, plus customized messaging, but that’s what we’re here for!)

 

Do: Actively monitor, assess, and adjust the program

In our experience, the strongest programs are those that don’t treat recurring giving as a passive channel. It must be intentionally evaluated, strategically designed, and actively managed as a core growth engine. To that end, our team monitors far more than first-gift performance. In addition to acquisition and conversion metrics, we closely track retention rates, payment failure trends, downgrade behavior, and specific drop-off points (e.g., 3-, 6-, and 12-month attrition). This allows us to identify friction in the donor experience and implement targeted interventions such as enhanced onboarding, payment recovery strategies, tailored stewardship, and upgrade campaigns. By actively analyzing lifecycle performance, we can strengthen long-term value and improve overall program sustainability.

 

Don’t: Lose sight of audience 

Your sustainer program should feel like a community that donors are proud to belong in. It is important to ensure that it has a distinct identity, clear benefit articulation, and consistently communicated value proposition. Personalized, authentic touches—like handwritten notes or customized emails that feel like one-to-one messages—play a powerful role in building loyalty through steady appreciation. While automation supports consistency, it’s the human connection that sustains the relationship. And we can help shape your messaging from transactional to meaningful and sustained impact for your mission. 

 

Do: Implement an “always-on” sustainer approach

The path to become a sustainer should feel simple, seamless, and always within reach. Making monthly giving a prominent option—usually a toggle—on your donation pages and part of your appeal reply forms reinforces it as a standard and convenient giving option. QR codes, for example, are a great way to facilitate the leap from offline to online. To build consistency, consider also adopting a similar approach in email by including a recurring giving option CTA in appeals, newsletters, and even general messages. Keeping options consistently visible across both channels brings awareness and convenience, gently encouraging donors to convert.

 

Don’t: Rely Solely on Tactics

Achieving sustainer success requires more than just tactics—it depends on embedding regular and committed giving into the organization’s culture and priorities. The right balance of strategy, operational alignment, personalized touchpoints, and measurement will allow us to cultivate a high-retention sustainer program that grows significantly and adds tremendous value over time. Of course, also having the right fundraising agency partner to line up to your organization’s goals is what will drive your program to the next level—and beyond!

 

Grow your sustainer program with us today!