Recurring giving programs are a cornerstone of sustainable fundraising, offering consistent revenue and stronger donor retention. However, to grow these programs effectively, annual giving professionals must identify and engage the right audiences. Below are 8 key segments with high potential for recurring gifts:

1. Employees (Faculty and Staff)
Payroll deduction is a seamless and effective gateway into recurring giving. Employees are ideal candidates due to their natural affinity with the institution and the ease of monthly contributions through internal systems. To encourage participation, simplify the sign-up process, offer designated giving options (like student emergency funds), and emphasize impact rather than participation metrics.

2. Young Alumni
This segment is highly familiar with subscription-based models and often prefers spreading smaller donations over time. Position recurring gifts as accessible, budget-friendly entry points into philanthropy. Messaging should highlight flexibility and ongoing connection to their alma mater.

3. Graduating Seniors
Engage seniors before they leave campus by introducing recurring gifts as part of senior class gift efforts. Emphasize legacy and long-term impact, and consider launching their first gift with a deferred start date post-graduation.

4. Alumni Association Members
For institutions with dues-based alumni associations, these members are already financially engaged. The goal is to shift their mindset from membership benefits to philanthropic impact. Offer opportunities to “upgrade” their involvement through recurring giving to causes they care about.

5. Parents
Parents, especially those of current students, are uniquely positioned to understand and value the student experience. Segment by class year and student involvement, and tailor appeals around areas like scholarships, wellness, and student support services.

6. Alumni with Strong Affinity
Affinity-based groups—such as alumni from specific majors, class years, or student organizations—respond well to targeted messaging. Use data to identify these micro-communities and build recurring gift opportunities that reflect their passions.

7. Athletic Groups
Athletics fosters deep loyalty and pride. Segment donors and fans by sport or team and align appeals with athletic facility upgrades, scholarship funds, or team-specific needs. Recurring gifts allow supporters to make a sustained impact season after season.

8. Non-Donors
Though not yet engaged, non-donors represent untapped potential. Introduce recurring giving as an easy way to start supporting the institution. Consider low-barrier entry points (e.g., $5/month) and focus on convenience, impact, and collective participation.

Recurring giving is more than a financial strategy—it’s a way to deepen engagement across all audiences. By segmenting prospects thoughtfully and tailoring outreach based on affinity and behavior, annual giving professionals can unlock consistent, mission-driven support.

Want to learn more? Watch this on-demand webinar on Recurring Gifts. FREE for AGN Members.