Paul Yeghiayan, CFRE
Senior Consultant
Rebuilding Donor Participation in 2026
Most nonprofits are trying to solve the same problem right now:
Fewer people are giving. Not fewer dollars. But fewer donors. Participation declines are eroding the fabric of philanthropic giving in the U.S.
Starting in 2026, the tax code offers something rare: a simple, donor-friendly incentive that standard deduction taxpayers (non-itemizers) can use.
A new above-the-line charitable deduction allows non-itemizers to deduct up to:
- $1,000 per year (single filers)
- $2,000 per year (married filing jointly)
This applies to cash gifts to eligible public charities, and excludes gifts to donor-advised funds (DAFs), supporting organizations, and private non-operating foundations.
It’s important to remember that tax rules don’t make people generous, but they do make it easier for generous people to act.
Monthly Giving Opportunity
Here’s the opportunity we have:
When you lower the barrier to give, more people will follow through.
If you want one practical idea you can build a robust annual giving program around, it’s this:
Ask for $84 a month.
It’s not a gimmick, it’s a bridge. From intention to habit. From habit to loyalty. From loyalty to legacy.
For many everyday donors, $1,000 can feel like a stretch.
But $84 a month feels like a manageable plan.
Here’s the math:
- $1,000/year ~ $84/month
- $2,000/year ~ $167/month
You’re giving donors a clear, manageable way to follow through.
Lead with Belonging, Not the Tax Break
If you lead with tax details, you risk losing attention and sounding transactional. Most everyday donors aren’t looking for lessons in deductions. They’re looking for a clear, meaningful way to help.
So lead with identity. Not “donate.” Join.
- “Join our Monthly Partners.”
- “Become a Sustaining Supporter.”
- “Stand with families every month.”
- “Help keep the lights on every day, not just on Giving Tuesday.”
Then, once the donor is already nodding “yes,” add the tax note as a helpful aside:
“Even if you don’t itemize, you may be able to deduct up to $1,000/$2,000 in eligible cash gifts. Please check with your tax advisor.”
Mission First, Tax Second
Build the ladder: make $84 the anchor, not the gate.
You’ll hear the obvious pushback: “Most donors can’t give $83 a month.”
That’s fine. Don’t make it the starting line. Make it the anchor. Anchors do one job: they quietly reset what feels normal, without excluding anyone.
A Simple Monthly Ladder:
$15/month — Neighbor
$25/month — Advocate
$40/month — Ally
$60/month — Champion
$83/month — Sustainer
$167/month — Visionary
Two copy rules that make this work:
- Name the levels. Numbers alone can feel like a bill. Names feel like belonging.
- Explain what monthly does in outcomes, not jargon:
- “Monthly gifts help us show up before the crisis becomes an emergency.”
- “Monthly support means we can plan, staff, and respond.”
- “Your gift doesn’t just help once. It helps all year.”
The ladder stays welcoming and still encourages upgrades.
Year-end: Turn “Give More” Into “You’re Close”
Most year-end fundraising sounds like: “It’s December. Please give more.”
Many everyday donors have learned to ignore that.
A stronger message is one they almost never hear: “You’re close.”
If you track year-to-date giving, you can turn the cap into a satisfying completion moment, especially for donors who like finishing what they started.
Examples:
- “You’ve given $780 so far this year. If you’re a standard-deduction filer, a gift of $220 by December 31 may help you reach $1,000 in eligible deductible cash gifts.”
- “You’ve given $1,620 so far this year. A gift of $380 may help you reach $2,000 (for many joint filers).”
Why this converts:
- Personal: it reflects their behavior.
- Specific: one clear amount.
- Helpful: guidance, not pressure.
Guardrails still apply:
- Use “may” language.
- Don’t guarantee tax outcomes.
- Keep mission impact front and center.
The tax incentive is the nudge. The mission is the reason.
Turn Monthly Giving Into a Legacy Invitation
Once you’ve built the monthly giving habit and strengthened year-end giving, there’s a natural next step: treat loyal monthly donors like the insiders they already are.
Monthly donors are strong legacy prospects for a simple reason: They’ve proven consistency.
One crucial note: bequests and beneficiary designations are generally not “cash gifts” for this above-the-line deduction. So don’t tie legacy giving to the $1,000/$2,000 rule.
Instead, position it as a natural expression of loyalty:
- “If you’ve already included us in your plans, would you let us know? We’d love to thank you.”
- “If you’d like a simple guide to including [Organization] in your will, we’ll send it, no obligation.”
- “A legacy gift can cost nothing today, and change everything tomorrow.”
Keep it light:
- A checkbox (“Please send me information”), or
- A short stewardship email to donors with 24+ consecutive months of giving.
You’re not closing a legacy gift. You’re opening a door to future support.
Give Your Team What They Can Actually Use
Strategies fail when they become complicated. Make this executable:
One message:
“Monthly donors are how we build reliable impact. In 2026, many standard-deduction donors may also be able to deduct up to $1,000/$2,000 for eligible cash gifts.”
One example:
“$1,000 a year is about $84 a month.”
One link:
A single landing page: Monthly Partners → simple tax note → FAQ → receipt guidance.
Then repeat it. In fundraising, consistency is what scales.
A simple 30-day launch plan:
- Update your donation page with the ladder (include $84 and $167).
- Write two emails: one to recruit, one to upgrade.
- Pull two year-end segments now: “near $1,000” and “near $2,000.”
- Add one legacy “permission ask” to a monthly donor stewardship touchpoint each quarter.
- Train staff on one message, one example, and one link.
Bottom Line
People don’t give because of tax law. They give because they care, because they trust you, and because they want their values to matter in the world.
When the barrier to giving drops, follow-throughs rise.
Tax rules don’t create generosity. They lower the barrier to acting on it.
Use this change as an on-ramp to the habit that builds everything else:
$84 a month. Every month.
Want to strengthen monthly giving (and build a natural pathway to legacy gifts)? Let’s talk.
This is not tax advice. Encourage donors to consult their tax advisor regarding their specific situation.
