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8 Free Email Templates to Upgrade Your Recurring Donors 

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Published April 17, 2020 Reading Time: 2 minutes

We already know that recurring donors are over five times more valuable to your nonprofit than one-time donors. With their monthly commitment, which typically lasts for 13 months on the Classy platform, recurring donors provide a predictable stream of revenue that allows your organization to sustain its work and plan for the future.

These recurring donors aren’t just passive monthly transactions though; they prove time and again that they are willing to take deeper action on behalf of your nonprofit. In fact, recurring donors make additional one-time gifts on top of their recurring subscription 75% more often than one-time donors do.

Additionally, recurring donations don’t reduce the size of these one-time gifts either. The average one-time donation size is actually higher for donors with recurring giving plans at $150, versus $113.

Given their lifetime value, it’s imperative that you develop a fundraising strategy that seeks to upgrade their commitment. You can encourage them to give higher monthly amounts, add additional one-time gifts on top of a monthly donation, or both.

Our newest guide, 8 Email Templates to Upgrade Your Recurring Donors, provides templated examples that can help guide your effort to encourage these upgrades and inform your asks with:

  1. Impact Appeals
  2. Matching Gift Announcements
  3. Thank You Notes
  4. Milestone Days
  5. Cause Awareness Days
  6. Annual Report Announcements
  7. Behind-the-Scenes Showcases
  8. Exclusive Incentives

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Upgrade Your Recurring Donors

Use these templates to initiate conversations that help upgrade your recurring donors and build, or improve, a sustainable recurring giving program. As you go, you can tweak the examples to suit your nonprofit’s distinct style, brand, voice, and tone.

Remember that these emails also serve as a touchpoint to thank your donors and recognize their ongoing commitment to your organization. When you show donors that you appreciate them, they’re more likely to continue—and even increase—their support.

13 Donor Retention Email Templates

8 Email Templates to Upgrade Your Recurring Donors

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