If someone handed you $100 today, you’d say thank you. But what if someone offered you $10 a month, every month, indefinitely? Most people would pick the hundred. It feels bigger. Flashier. More generous. But here’s the truth that smart nonprofits already know:

$10/month donors are often worth far more than $100 one-time givers.

In this post, we’ll break down why recurring donors—especially the ones giving modest monthly amounts—are your nonprofit’s secret weapon. We’ll explore the numbers, psychology, and long-term strategy that proves $10/month beats $100-once almost every time.

The $10/Month Donor: Quietly Powerful

Let’s do some quick math. Someone giving $10/month for 3 years contributes $360. That’s 3.6x the impact of a $100 one-time gift—and that’s assuming they don’t increase their giving (which many do). But the value of a monthly donor isn’t just what they give today—it’s what they keep giving tomorrow.

Here’s what the data shows:

• Monthly donors have a retention rate of 80–90%. One-time donors? Around 20–30%.
• Monthly givers often give more annually than one-time donors, even when they start small.
• Monthly donors are more likely to upgrade, advocate, and stick around.

In other words, $10/month donors are your most reliable long-term partners—not just a flash in the pan.

Retention Is the Real Growth Engine

Many nonprofits obsess over new donor acquisition—and that’s understandable. But if you’re constantly replacing one-time givers, your growth will always stall. Monthly donors change that.

Think of one-time giving like a bucket with a hole in the bottom. You pour in donations… but they leak out fast. Monthly giving patches the hole. It gives you stability. Predictability. Breathing room.

That’s why recurring donors aren’t just “nice to have”—they’re essential for sustainability. And because they’re easier to retain, they free up your time and resources to do more of the work you love.

Ever wonder why it feels like everything is a subscription now? $15/mo for Netflix, $10/mo for Spotify, $4/mo for that AI app that makes you look like a sports star or singer. It’s because recurring subscription-style billing generates better ROI in the long term.

The Psychology Behind Monthly Giving

Here’s why $10/month feels easy, while $100 once might feel like a sacrifice:

• It’s low-friction. Most people won’t miss $10/month—but they will feel $100 leaving their account all at once.
• It creates habit. Monthly giving becomes part of someone’s budget, like Netflix or Spotify. That builds long-term connection.
• It fosters identity. Donors begin to see themselves as part of your mission. They’re “supporters,” not just “contributors.”

And here’s the real kicker: monthly donors often upgrade. Once someone is in, it’s easier to increase from $10 to $15 than to get a $100 donor to give again at all.

Real Example: The $10/Month Club

Let’s say your nonprofit launches a campaign called “The 10-for-Change Club.” You invite 200 people to give $10/month. Just 50 people say yes. That’s $500/month—$6,000/year in reliable, recurring income. And it didn’t take major donors. It took consistency.

Even better? Those 50 monthly givers are now connected. They’ll open your emails. They’ll share your campaigns. They’ll show up to your events. Because they’re invested.

Want help setting up a recurring giving program that actually works? Here’s a full strategy breakdown on how to structure and promote it the right way.

But how do you do it? People aren’t going to want to mail in checks every month. That just turns them into repeat-one-time-givers. It’s a subtle distinction, but would you want to mail a check every month, or manually log in on the first of every month to manually type in your credit card? Solafund Online Giving removes the friction. It’s like Netflix-for-good-causes.

Want to get started? Just fill out our contact form and we’ll walk you right through it.

Why Monthly Donors Are Easier to Thank

One-time donors require a lot of follow-up. Monthly donors give you a natural reason to thank them over and over—without being awkward or repetitive. Here’s how:

• Send a short monthly impact email. Just 1–2 sentences showing what their gift accomplished.
• Celebrate anniversaries. “You’ve been with us for 6 months—thank you!”
• Highlight them as a community. Use phrases like “our monthly giving circle” or “Hope Partners.”

Gratitude becomes baked into the relationship. That creates trust—and trust builds loyalty.

But What About Large One-Time Gifts?

Yes, big one-time donations matter. And when you get one, celebrate it! But don’t confuse size with sustainability. A $10,000 check is amazing. A base of 300 monthly donors giving $25/month? That’s $7,500/month you can count on—again and again and again.

Monthly givers compound over time. One-time donors often disappear.

Make It Easy, Make It Obvious

If you want to grow your base of small, recurring donors, you need to do two things:

1. Make monthly giving the default option. Don’t bury it. Don’t hide it in a drop-down menu. Feature it front and center.
2. Tell a story that fits small gifts. Show what $10/month accomplishes. Frame it as accessible, impactful, and ongoing.

Here’s a quick script:

“For just $10/month, you can provide [concrete impact]. It’s less than the cost of a streaming subscription—but it makes a real difference, every single month.”

The $10/Month Revolution Starts With You

Recurring donors are your nonprofit’s most overlooked asset. And the best part? You don’t need whales. You need consistency. Loyalty. Community. $10 at a time.

Whether you’re just getting started or already have a donor list, begin planting seeds for monthly giving now. Talk about it. Offer it clearly. And thank those who commit.

Because $10/month might not sound like much. But when enough people show up consistently, the results are anything but small.

Final Takeaways

• Retention > acquisition. Monthly donors stick around.
• Small gifts add up faster than you think.
• Monthly giving creates financial stability and relational depth.
• Don’t wait for big donors. Build a base of steady ones.

So yes—take the $100 when it comes. But build a system that celebrates and multiplies the $10/month givers. Because they’re not just donors. They’re your mission’s foundation.