Micro-donations (small, one-time gifts), and monthly giving (recurring, automated contributions) are both rising fast. Together, they’re transforming how nonprofits build sustained support in an unpredictable economy.
This shift isn’t just theoretical. Organizations like the Mobile Giving Foundation Canada (MGFC) are seeing this trend in action. Whether it’s a $5 one-time donation or an ongoing monthly commitment, donors are looking for easier, more flexible ways to give, and nonprofits are adapting quickly.
According to DonorPerfect, recurring giving increased by 11% over the past year, reflecting a shift in donor behaviour toward smaller, consistent contributions rather than large one-time gifts.
This shift is reshaping the fundraising landscape, providing charities with more reliable, predictable income while empowering donors to give in a way that is financially manageable to them.
So why is this happening, and how can nonprofits adapt to sustain and grow this momentum?
Why Are Micro-Donations Increasing?
➜ Economic Pressure Is Changing Donor Behaviour
Economic uncertainty is making donors more cautious about large, one-time gifts. Instead, they’re opting for smaller, more manageable contributions, allowing them to distribute their donations across multiple organizations or choose to give on a recurring basis.
Nonprofit Tech for Good reports that 32% of total online revenue now comes from monthly giving. This reflects a growing shift toward sustainable, recurring support as donors seek to engage more consistently without the financial strain of large, one-time gifts.
➜ The Subscription Economy Effect
Donors are now more comfortable with subscription-based models, thanks to platforms like Netflix and Spotify. This translates into an easier psychological shift toward recurring giving.
Neon One’s 2024 Recurring Giving Report indicates recurring donors have an average donor lifetime of 8 years, highlighting their long-term value and higher retention rates compared to one-time donors.
The Mobile Giving Foundation Canada’s own insights from its monthly recurring gift program reveal strong donor retention, where some supporters have been giving monthly since 2012, with the average donor remaining enrolled for over 4 years.
➜ Mobile Giving Makes It Easier
Services like the MGFC, Canada’s only carrier-billed text-to-donate platform, allow donors to give directly from their phones by texting a keyword to a designated Short Code and then having the donation charged to their monthly cellphone bill.
For example, supporters of the Stollery Children’s Hospital Foundation can text STOLLERY to 45678 to donate $10, $20, or $25—offering a secure, seamless giving experience, while providing donors with options. Stollery also leverages the monthly recurring gift feature, which allows donors to opt-in to give monthly by simply sending a text. The convenience of text-to-donate, and MGFC’s monthly giving feature, is driving engagement, especially among younger donors who expect fast, convenient, mobile-first options.
➜ Younger Donors Prefer Flexibility
According to Donorbox, 52% of Millennials prefer monthly giving over large one-time donations. And over the course of a year, recurring donors give 42% more than one-time donors.
MGFC supports this evolution by offering a flexible, mobile-first text-to-donate channel that complements traditional fundraising methods, making it easier for nonprofits to engage younger donors where they are and how they prefer to give.
How Nonprofits Can Leverage This Opportunity
1. Let Monthly Giving Be the Natural Choice
Make it easy for donors to commit to monthly support and highlight the long-term impact of sustained contributions. Whether it’s through a donation form or a text-to-donate campaign, make it simple for donors to turn a moment of generosity into long-term impact.
Example:
“Just $10 a month provides 10 meals to those in need.”
2. Tie Giving with Key Moments Throughout the Year
Donors are often more motivated to give during specific seasons or events, like year-end campaigns or awareness months. Use these moments to introduce the option of support, or recurring support, in a way that feels timely and relevant:
✔ World Health Day in April → Remind donors in October and January.
✔ Pride Month in June → Warm up with content in March and December.
✔ Giving Tuesday in December → Build momentum with updates in June and September.
MGFC’s Seasonal Spikes Calendar identifies key fundraising moments throughout the year. Timing your outreach to align with these spikes increases engagement and makes donors feel more connected to the cause.
Download the full MGFC Seasonal Spikes Calendar here.
3. Focus on Storytelling and Impact
Donors want to know how their gifts are making a difference.
- Keep the conversation going: encourage donors to follow your social channels or join your email list.
- Share success stories and testimonials from beneficiaries.
- Show tangible outcomes: “Your $5 monthly gift provides school supplies for a child for a month.”
4. Track and Adjust Based on Data
Monitor the performance of your campaigns.
- Consider testing various outreach and engagement messaging. What messaging works best?
- Are certain times of the year more effective for donor engagement?
- Adjust your strategy based on donor behaviour and feedback.
Why This Trend Matters
The rise of micro-donations and monthly giving reflects a fundamental change in donor behaviour, one that offers nonprofits a more stable, predictable source of funding.
✔ Recurring gifts reduce the pressure of securing large, one-time donations.
✔ Monthly donors are more loyal and engaged over the long term.
✔ Smaller gifts make it easier for donors to stay involved — even during economic downturns.
By encouraging smaller, recurring donations and tying them to timely, relevant events, nonprofits can strengthen donor relationships and build a more sustainable fundraising model.
Take Action Today
✔ Make monthly giving easy
✔ Build your campaign calendar around key seasonal spikes.
✔ Meet donors where they are and offer multiple donation options for optimal flexibility and reach.
Download the MGFC Seasonal Spike Calendar to start planning your next campaign.
Need support setting up your recurring donation strategy? Visit mobilegiving.ca to learn how MGFC can help you grow your donor base.