Last week, I told you to ignore one piece of year-end advice: making monthly giving your year-end strategy. This episode is the why.

I love monthly giving; our clients have built programs with 100, 200, even 400 active monthly donors. But making it the centerpiece of your November and December campaign is the wrong move for most nonprofits. In this episode, I do the math on what that choice can cost you. I share the question a client brought to coaching after a road trip deep dive into monthly giving. I also walk through the latest data from Bloomerang, M+R, and Fundraise Up on what donors actually do in December. Plus, I answer the “yeah, but” I hear from boards, EDs, and CFOs, and explain when monthly giving should be your big ask.

Topics:

  • Why I love monthly giving and still wouldn’t make it the centerpiece of your year-end campaign
  • The simple math question that changes how you think about recurring revenue in December
  • How a monthly ask can quietly downgrade the gift a donor was ready to make
  • Why you can’t brand your way out of a fundraising problem
  • What millions of transactions reveal about how donors want to give in December
  • How to answer your board, ED, or CFO when they push for more recurring revenue
  • When to launch a monthly giving campaign so it actually works


For a full list of links and resources mentioned in this episode, click here.

It's not too early to start developing a strategy for the end of 2026! Snag Bloomerang's 12 Year-End Fundraising Checklists here. 

Got a fundraising question you want Christina to answer?

Send the campaign problem, donor situation, email question, board issue, or fundraising advice you want a straight answer on. Christina is answering listener questions on upcoming episodes of The Purpose & Profit Club® Podcast.

Submit yours at splendidatl.com/ask

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