Do donors know what “Recurring” means?

I was talking to someone recently who was very concerned. And I can see why.

Virtually every time a donor goes online to make a donation to an organization, he or she sees the word Recurring.

Many organizations have simply added the word: “Make this gift recurring” message to their online donation form. That’s what their online forms or donor base system’ allowed them to use.

But, do donors really know what that word mean? That’s why I looked up the word. See here. There are many great meanings.

Frankly, until a few years ago I had never heard of the term recurring term related to monthly giving.

I “grew up” using the term monthly giving as that indicated much more appropriately what the donor was meant to do.

And frankly, you still want the donor to make monthly donations (not weekly, quarterly, half yearly or yearly donations). Some online donation forms offer all of those options. I recommend taking them out. You really want monthly donations as that makes the most money for your organization and it allows the donor to get used to giving that way and the amounts are still manageable amounts.

Sadly, there’s not much we can do about the word recurring being used in so many systems but you can do something else. 

Whenever you discuss monthly giving on your web site (you know I recommend absolutely a special monthly donor landing page, and a special monthly giving page), make sure you explain there what recurring means. Simply say as close to the word recurring on your payment page as you possible can: say Make it monthly!

And, if you can change the words, change them to say: Make it Monthly! that clarifies it. Just look at this example:

And, let’s make a pact as fundraisers that we all make a concerted effort to keep explaining to donors what the word recurring really means: a small monthly amount to your organization, that makes a huge difference to your mission.

So, recurring donors, sustainers, monthly donors, and whichever specific name you chose for your monthly donor program; they all mean the same…and we have to keep educating our donors about its importance and keep asking for the gift.

Sign up for my blog so you’ll receive future posts on monthly giving and tools as they’re developed.  And if you’re interested in finding out how to start or grow your monthly giving program, just contact me! 

Or check out the new Monthly Giving Help Line where we can address any specific questions you may have.