In the Trenches: Building a Monthly Giving Program

If Sir Isaac Newton had been a fundraiser, his first law might have read: “A donor at rest tends to stay at rest, and a donor who contributes regularly tends to keep contributing.”

But most nonprofit organizations defy Newton’s Law. Today, most contributors sporadically give small amounts and respond infrequently. They force charities into expensive searches for new low-dollar donors to compensate for the unpredictable contribution stream.