Pledge
A pledge is a donor's commitment to give a specific amount over a defined period, allowing donors to make larger gifts through installment payments.
A pledge is a written or verbal commitment by a donor to give a specific amount of money over a defined period, typically paid in installments. Pledges allow donors to make larger gifts than they could afford in a single payment, spreading the contribution over months or years.
Why It Matters for Fundraising
Pledges are essential for capital campaigns and major gift programs because they unlock giving capacity that one-time asks cannot. A donor who can't write a $25,000 check today might comfortably pledge that amount over three years at $694/month. Pledges also help nonprofits project future revenue and plan accordingly.
Managing Pledges
Effective pledge management includes clear written agreements, automated payment reminders, multiple payment options, regular acknowledgment of payments received, and personal follow-up if payments fall behind. Most organizations experience a pledge fulfillment rate of 85-95% — higher rates correlate with strong stewardship and easy payment methods.