What’s in My Inbox: Wikipedia’s Smart Monthly Giving Upgrade Ask

June 3, 2025


In a time when nonprofits face shrinking budgets and fewer donations, monthly giving has become a lifeline.

According to the 2024 M+R Benchmarks Report, revenue from one-time donations fell by 5%, while monthly giving rose by 6%. Monthly gifts now make up 31% of all online nonprofit revenue, up from 27% the year before.

Monthly donors also tend to give more over time. The average monthly gift is about $24, totaling $288 per year, compared to a one-time average of $115. Recurring gifts help nonprofits plan better and keep their programs running smoothly all year long.

Wikipedia’s recent email campaign is a great example of how to encourage a monthly giving upgrade. The email begins by warmly thanking me for my past support — always a smart move to lead with gratitude. It then offers a clear and specific ask: Would you consider upgrading to a monthly gift? Wikipedia explains how even a small monthly gift can go a long way.

What really stands out in this email is the storytelling. A short but powerful message from a Wikipedia editor brings the work to life. It gives donors a glimpse of how their contributions are helping to keep knowledge free and accessible. The call-to-action is bold, simple, and easy to follow, which is exactly what you want in a fundraising email.

And if your organization doesn’t yet have a monthly giving program — or if your current program has stalled — there’s help. Our DONE-FOR-YOU Monthly Giving system, part of the Fractional Fundraising program, means a professional will run your monthly giving program for you. You’ll get expert strategy, implementation, and support — all tailored to your organization — so you can start building reliable, recurring revenue without the extra workload. Learn more here: Fractional Fundraising.

In today’s challenging fundraising environment, monthly giving isn’t just nice to have—it’s essential. With smart emails like Wikipedia’s and the right tools in your corner, you can create sustainable support for your mission year-round.

Discover what makes this upgrade ask so effective when you download this What’s in My Inbox example below.

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