How to increase recurring donations [8 email templates]

Did you know that recurring donors are over 9x more valuable to your nonprofit than one-time donors? These loyal supporters not only provide a consistent revenue stream but also deliver powerful long-term value to fuel your mission-driven work.

In fact, GoFundMe’s The State of Modern Philanthropy report found that 29% of new donors who join a recurring giving program do so within the first 90 days of their initial gift. This makes early engagement key to building a sustainable donor base.

If you want to increase recurring donations through online fundraising, we’ve got you covered. Below, you’ll find eight opportunities to:

Cultivate new recurring donors.
Improve donor retention for recurring gifts.
Encourage additional one-time gifts on top of recurring donations.

Each opportunity comes with an email template to help you jump-start your outreach.

1. Impact appeal

Once a year, reach out to your recurring donors to thank them for their support and show them how they can deepen their impact. Encourage them to consider increasing their gift amount by explaining how that extra support would help expand your programs, strengthen your mission, and tackle the issues you work to solve.

Remember to be clear and specific about the impact of a larger gift. Then, make it easy for them to take action by linking to an online donation form where they can adjust their gift size. To make the ask even more compelling, consider framing it as part of a special giving campaign within your monthly giving program—one that celebrates donors who take the next step in helping your cause.

Email template: Impact appeal for recurring donors

Subject: You’re Already a Monthly Donor—Ready to Take the Next Step?

Hi [First Name],

Thank you for being part of our monthly giving program! Your ongoing support is a powerful force behind everything we do. Because of you, [insert brief program result or success, e.g., “hundreds of families have access to healthy meals every week”].

As we look ahead, we’re inviting our most committed supporters to consider increasing their monthly gift amount as part of a special giving campaign. Even a small increase—only $5 or $10 more per month—can help [insert tangible outcome, like “fund after-school art classes for local students”].

If you’re able to do a little more, we’ve made it easy. Visit our online donation form and adjust your monthly gift in seconds:

BUTTON: [Update Your Monthly Gift]

Thank you for being the reason our work continues. Together, we can make an even greater impact.

With gratitude,

[Your Name]

[Your Nonprofit]

2. Matching gifts

A matching gift is a great way to inspire your recurring donors to give more. Let them know when there’s a matching period and how they can take part. Encourage them to either increase their monthly gift or make a one-time donation to help meet the match.

In your message, explain the match terms and amount. Then, show how their additional support will help your cause. Matching gifts are a cost-effective way to boost your nonprofit fundraising and give donors the chance to double their impact.

Email template: Matching gift appeal to recurring donors

Subject: Your Gift Can Go Twice as Far This Month!

Hi [First Name],

We have exciting news! Thanks to a generous supporter, every donation to [insert Your Nonprofit] will receive a dollar-for-dollar match. This match will remain active until [insert date, X number of gifts are received, or X amount of money has been matched].

As a valued monthly donor, you already help us make a lasting difference, but during this limited-time matching gift period, your support can go even further. To help, you can:

Increase your monthly gift.

Make a one-time donation.

Either way, your contribution will get doubled, helping us fund even more [insert impact, like “meals for families” or “supplies for classrooms”].

This match is only available until [deadline], so make a gift as soon as you can! We can’t do it without you.

Please visit our donation page today to take advantage of this special opportunity:

BUTTON: [Double Your Impact]

Thank you for being part of this work.

With appreciation,

[Your Name]

[Your Organization]

3. Thank-you note

You likely use email automation to send quick thank-you notes each time you process a donation from a recurring supporter. While this is a great practice, make sure to also send a more heartfelt thank-you message to donors at specific points throughout the year to express how their support uniquely impacts your cause.

This could be on the anniversary of their first gift or when a major program gets funded with help from their ongoing support. This simple act of showing your appreciation can help improve donor retention by reminding supporters why they initially gave.

Email template: Thank you and upgrade ask for recurring donors

Subject: A Special Milestone—Thanks to You!

Hi [First Name],

Today marks [insert the anniversary of your first gift/milestone moment], and we wanted to say thank you. Your dedication helps move our mission forward every day.

In fact, because of your ongoing support as a monthly donor, we’ve [insert specific accomplishment, e.g., “launched a new literacy program”].

Moments like these are only possible because of donors like you.

If you’re able, we invite you to take the next step toward [goal/mission statement] by increasing your monthly gift. A small increase helps strengthen our programs for the future.

BUTTON: [Keep the Momentum Going]

Regardless of your action here today, we want to thank you again for being such a crucial part of this work. We can’t wait to keep sharing the impact we’re making together!

With appreciation,

[Your Name]

[Your Nonprofit]

4. Milestone days

Use big milestones, such as your nonprofit’s founding day or the anniversary of a key program, to celebrate and connect with your existing donors. These are great times to share impact statistics, reflect on progress, and show how much your supporters have helped.

With the right donor data and tools in your customer relationship manager or CRM, you can plan these messages as part of your donor management strategy. Be sure to end the message with a strong call to action that invites donors to upgrade their monthly gift and continue growing the impact they’ve already helped create.

Email template: Milestone day appeal for recurring donors

Subject: You Helped Us Get Here—Let’s Keep Growing!

Hi [First Name],

We’re celebrating a huge milestone: [insert brief description, e.g., “10 years of community impact” or “the anniversary of our first program launch”].

With your help and the support of other existing donors, we’ve achieved so much:

Impact statistic #1

Impact statistic #2

Recent success or highlight

This moment is about gratitude and growth. If you’re able, we’d love for you to use the occasion to increase your monthly gift, allowing us to [outcome of larger gift]. Even a small increase means more support for the work you’ve already helped make possible.

BUTTON: [Celebrate with a Gift]

You’ve been with us every step of the way, and we hope you’ll stick with us for the next big milestone!

Thanks again for being part of this journey.

With appreciation,

[Your Name]

[Your Nonprofit]

5. Cause awareness days

Cause awareness days, such as World Mental Health Day or International Women’s Day, are a great time to connect with your recurring donors in a natural and meaningful way. These days help call attention to your mission and can be part of a larger fundraising strategy.

Consider running a special campaign or sending a message asking donors to make a one-time gift in addition to their regular monthly support. You can also offer a special thank-you gift or exclusive incentive to those who choose to upgrade their monthly donation.

Use powerful testimonials and stories to show how their increased support makes a real difference. Then, be sure to highlight the recurring donation options available to make it easy for them to take the next step.

Email template: Cause awareness day appeal for recurring donors

Subject: [Awareness Day Name] Is Here—Help Us Go Further!

Hi [First Name],

Today is [insert cause awareness day], a powerful reminder of why your support matters.

Thanks to your recurring donation, we’ve been able to [insert brief impact statement, e.g., “support hundreds of students facing food insecurity”].

To mark this day, we’re asking our most loyal supporters—like you—to consider making a one-time gift or upgrading your monthly contribution. As a thank-you, we’re offering [insert exclusive incentive, like “a limited-edition sticker” or “an invite to our behind-the-scenes event”].

Real change starts with people like you. Take it from [insert recipient’s name], one of the individuals impacted by your support:

“[insert short testimonial quote].”

Your gift today will help even more people, and it only takes a minute to update your recurring donation options.

BUTTON: [Donate Now]

Thanks for being part of this mission—not only today, but every day.

With gratitude,

[Your Name]

[Your Nonprofit]

6. Annual report announcement

When you share your nonprofit’s annual report, highlight the role recurring donors played in helping your organization grow. Show how their gifts supported major initiatives on a recurring basis, helped reach crucial benchmarks, and contributed to the long-term sustainability of your mission.

In your email, give donors a sneak peek of the report with a few high-level statistics or success stories. Include a special section that focuses on recurring donors and thank them for the part they played in your progress.

Email template: Annual report sneak peek for recurring donors

Subject: Annual Report Sneak Peek—Just for You!

Hi [First Name],

Thanks to your monthly support, we’ve made huge strides this year—and we couldn’t wait to share the results with you!

We’re putting the final touches on our annual report, but we wanted you to be the first to see some highlights. Here are a few things we’re most proud of:

[Insert benchmark or result, e.g., “Reached 90% of our program expansion goal”]

[Insert initiative, e.g., “Launched a new youth leadership series”]

[Insert statistic or outcome, e.g., “Increased service access by 40%”]

Your ongoing support has helped us meet key benchmarks, launch new initiatives, and build the sustainability we need for long-term impact.

As a special thank you, we’ve attached an exclusive preview of the report’s recurring giving section—your name might even be in it!

BUTTON: [View the Report]

We can’t thank you enough for your support, and we hope you’ll continue participating in our ongoing efforts to [insert goal/vision statement]!

BUTTON: [Give Now]

With deep appreciation,

[Your Name]

[Your Nonprofit]

7. Behind-the-scenes showcase

Recurring donors may not know about all the smaller projects or daily work happening at your nonprofit, whether in the office or out in the field. Share some of these behind-the-scenes moments to make your impact feel more real and personal.

Share these stories through email or repurpose content from your social media. Use clear and personal messaging to connect these moments and distinct fundraising efforts to their support. Then, invite donors to consider increasing their monthly donation to do even more.

Email template: Behind-the-scenes update and upgrade ask

Subject: This Everyday Moment Was Made Possible by You

Hi [First Name],

From daily planning meetings to hands-on program work, there’s a lot that happens behind the scenes at [insert Your Nonprofit]—and your monthly gift makes it possible.

Here’s a quick look at something you helped fund recently: [insert brief description, photo, or video of a small project or office activity, such as assembling welcome kits for new families].

These everyday moments are the heart of our mission, and we hope seeing them strengthens your connection to our work. If you feel inspired, consider upgrading your monthly gift to help us grow our impact even more. A small change can lead to big results.

BUTTON: [Upgrade Today]

Thanks again for being part of this journey. Your support truly keeps us going.

With appreciation,

[Your Name]

[Your Nonprofit]

8. Asking for commitment

Offering special perks for recurring givers is a great way to show appreciation and encourage them to upgrade their support. Help your monthly donors feel like they’re part of something meaningful by highlighting different donation amounts and what each level makes possible.

You can also segment your outreach based on current giving levels, so each donor sees the next available giving option. This makes the ask feel more personal and gives donors a clear path to deeper involvement.

Email template: Tier upgrade appeal for recurring supporters

Subject: Increase Your Commitment, Increase Your Impact

Hi [First Name],

As one of our dedicated [insert program name for recurring givers, e.g., “Giving Circle members”], you’re a vital part of our work.

To say thank you, we’ve created a set of perks for different giving levels to celebrate the commitment of donors like you.

You’re currently giving at the [insert $X] level. By increasing your monthly gift to [insert $X], you’ll:

Receive [insert perk or incentive, e.g., “early access to impact reports” or “a free tote bag”].

Provide more support for [insert brief mission impact, e.g., “shelter for families” or “art supplies for students”].

We’ve made it easy to choose a giving level that fits your budget and goals.

BUTTON: [Join the [insert tier level name or amount] Today]

Thanks again for being a key part of our community. We hope you’ll consider deepening your monthly impact.

With gratitude,

[Your Name]

[Your Nonprofit]

Turn email engagement into donations with Campaign Studio

Email is a powerful way to spark supporter interest, but real impact comes from conversion. GoFundMe Pro’s Campaign Studio helps you bridge the gap, guiding donors from the inbox to the donation page with a seamless, branded experience that drives results.

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Ready to elevate your email-to-donation journey? Discover four ways to unlock the full potential of Studio today.

Copy editor: Ayanna Julien

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