Turning “Dead” Months Into Strategic Opportunities: Monthly Giving

by Mitra Karami, Senior Consultant

Every nonprofit leader knows the cycle: a whirlwind of Giving Tuesday and year-end campaigns, followed by the quiet, often sluggish stretch of early winter or mid-summer. January and June - often seen as “dead” months for fundraising - can feel like downtime. Donors are fatigued, budgets are in flux, and inboxes are quieter.

But these slower months are prime opportunities to strengthen donor relationships, build long-term sustainability, and lay the groundwork for future revenue. With thoughtful planning and softer asks, “dead” months can actually become some of the most strategic moments in your fundraising calendar.

Ostara Suggests: Focus on Monthly Giving Acquisition and Upgrades

When donors are recovering from the intensity of year-end giving, they are often less receptive to another large fundraising appeal - but they are open to softer, lower-barrier invitations that still create meaningful impact. This makes the quieter months an ideal time to promote or grow your monthly giving program.

Monthly giving is one of the most powerful tools for nonprofit sustainability. It helps convert one-time supporters into loyal, long-term partners by offering a simple, manageable way for donors to stay connected to your mission throughout the year.

Why does monthly giving resonate after year end?

Post December fatigue is real - donors have made major decisions, budgets feel tight, and inboxes are overflowing. Monthly giving appeals meet donors where they are:

• They feel lighter than a one-time request.

• They emphasize continuity over urgency.

• They offer donors an easy, emotionally satisfying way to keep helping without feeling stretched.

  
  

This approach respects donor bandwidth while still advancing your fundraising goals.

What are the benefits to monthly giving?

Monthly donors are often your most committed supporters. Strengthening this group builds a fundraising foundation you can rely on:

• Predictable, stable revenue supports year-round program planning.

• Higher retention rates — monthly donors stay engaged 80–90% longer than one-time donors.

• Increased lifetime value — even small monthly contributions compound significantly over time.

• Opportunities for deeper stewardship because you’re interacting with them regularly.

  
  

Monthly giving is not just a gift, it’s a relationship building engine.

What messaging strategies work?

When promoting monthly giving during slower months, keep your messaging:

• Impact-driven (“$10/month feeds a family every week”).

• Low pressure (“Start at a level that feels right for you”).

• Optimistic and forward-looking (“Your support each month fuels our work all year long”).

• Donor-centric (“Monthly giving is one of the easiest ways to make a lasting impact”).

  
  

Invitations should feel warm, inclusive, and supportive — not transactional.

Try This Strategy: Matching Incentives for the First Three Months

Adding a matching element to your monthly giving drive can significantly boost conversions. For example: “For the first three months, your monthly gift will be matched dollar-for-dollar.”

This limited-time incentive does three important things:

• Creates urgency without creating pressure.

• Shows donors how far their generosity can go.

• Encourages upgrades among current sustainers who want to increase their impact.

  
  

Even a modest match from a board member, sponsor, or major donor can energize a campaign.

Additional Monthly Giving Tactics for “Dead” Months

To maximize the momentum, consider adding:

1. A Monthly Donor Welcome Series: A short automated email sequence welcoming new sustainers, thanking them, and showing impact builds immediate loyalty.

2. A Monthly Donor Spotlight: Featuring a current sustainer in your newsletter helps normalize the behavior and inspires others to join.

3. An Upgrade Campaign: Invite existing monthly donors to increase their gift by a small amount (e.g., $2–$5/month). Many will say yes, especially if it’s paired with a match.

4. A “Join the Circle” Recognition Group: Create a named giving circle for monthly donors and list them annually. Recognition goes a long way in stewardship.

5. A Monthly Giving “Deadline Moment”: Choose a dead-month date (January 31 or June 30) as a mini-campaign endpoint to motivate action.

Monthly giving is a long-term strategy.

Monthly giving is not just a tactic for slow seasons—it’s one of the most sustainable pathways to predictable revenue and donor loyalty. By strategically promoting it during quieter months, when donors are more receptive to softer, more steady forms of engagement, nonprofits can build a resilient foundation that strengthens their entire fundraising program.