The Case for Monthly Giving in Every Ask

This has been coming up a lot, so let’s talk about it: many nonprofits are getting caught in this trap of feeling like they have to choose—*either* ask for a one-time campaign gift, or promote their monthly giving program.

The result?

The dreaded either-or mindset that keeps us from building deeper donor relationships and growing support across the board.

So, let’s dig into what’s really going on here and use a little behavioral psychology to break it down (shoutout to my amazing friend, fundraising expert, and author of "What The Fundraising" Mallory Erickson , who I got to brainstorm with on this for the past 24 hrs!).

On the way to her book tour stop at Patagonia in ATL, we hit on this very issue, and let me tell you—it all started making sense listening to her presentation!

Fear and Scarcity: The Dual Roadblocks

Here’s what’s at the root of this decision paralysis for so many nonprofits:

1. Fear – There’s this nagging worry that if we ask for “too many things,” we’ll scare donors off, as if they’ll say, “Whoa, calm down! You’re asking for way too much here!”

2. Scarcity – This mindset assumes there’s only so much we can ask for before donors hit their limit. It’s this “What if I ask for a monthly gift and they don’t want to? Then they won’t give at all!” thought loop that keeps monthly giving from getting the love it deserves.

Sound familiar? ??

The good news?! You can shift this mindset.

Thank goodness for smart friends like Mallory who remove the fog and enter science for clarity! In her presentation, she introduced nonprofits in the room to the Fogg Behavior Model. (no pun intended ??)

In a nutshell, Fogg’s model teaches us that behavior change happens when three things align: motivation, ability, and a clear prompt.

Here’s how you can use that model to overcome the fear and scarcity mindset and confidently ask for monthly gifts without hesitation:

1. Motivation: Appeal to Their Deeper Why

Donors have different motivations for giving. Some people feel inspired to give right now for an immediate impact (one-time gift), while others see giving as part of their identity, part of their ongoing commitment to creating lasting change (monthly giving).

When you present both options, you’re tapping into both types of motivation. By providing options, you’re saying, “Here are two meaningful ways to make a difference—choose what resonates with you.”

2. Ability: Make it Easy and Accessible

When you ask for a one-time gift and a monthly gift, you’re giving donors the ability to participate at a level that suits them, which means more chances to engage.

Some donors will find it easier to support monthly because it fits their budget and lifestyle, while others may want to give a one-time boost.

Either way, offering both doesn’t overwhelm—it actually creates a more welcoming entry point.

3. Prompt: Present Both Choices Clearly and Confidently

This is the key that ties it all together. Every ask should be a prompt that helps donors make an impactful choice.

Instead of saying, “Please give monthly or give once,” show how each option creates change: “Make a one-time gift for immediate impact, or join our monthly giving program to support ongoing progress.”

The prompt here isn’t just an ask—it’s a guided invitation that allows the donor to choose their impact journey.

Changing the Script

So next time you’re making an ask, toss out the idea that it has to be a one-track decision.

Lead with confidence in giving your donors both opportunities.

Monthly giving and one-time campaigns aren’t competing—they’re part of the same story, offering supporters the power to decide how they want to make a difference.

When we break out of the fear and scarcity mindset, we open up more pathways for giving, more donor connection, and ultimately, more support for the work we do.

It’s time to give your monthly giving program the spotlight it deserves, right alongside your campaigns.

Your donors are ready.

All you have to do is ask.

If you're interested in learning more about building, growing & scaling your monthly giving program, please check out some of the resources I have available no matter where you are in your journey!

?? Are you a reader? Check out my book with a 5-Step Framework with case studies to DIY the growth of your program: https://positiveequation.com/book

?? Prefer learning via audio? Here's a binge-able list of podcast episodes that breaks down my 5-Step Framework to build a monthly giving program: https://positiveequation.com/my-5-step-framework-to-build-a-monthly-giving-program/

?? Want to work together on growing your loyal community of recurring supporters? Check out all of my monthly giving services here: https://positiveequation.com/monthly-giving