Sustainable Giving

The Future of Sustainable Giving: From What Is to What Could Be

In this special live episode of Sustainable Giving, host Dave Raley convenes a powerhouse lineup of researchers, practitioners, and sector leaders to explore why the charitable world is at an inflection point. With donor behavior shifting, subscription models reshaping the economy, and a $10 to $20 billion annual opportunity sitting on the table, recurring giving is no longer reserved for organizations with traditional membership or sponsorship models. It's now accessible to the 75% of nonprofits historically left behind. Joined by Samir Kahn (GivingTuesday), Dr. Sanjay Bindra (GOSUMEC Foundation USA), Chris Free (The Joshua Fund), Becky Endicott and Jon McCoy (We Are For Good), and Erica Waasdorp (A Direct Solution), Dave unpacks the research, the real-world results, and the global perspectives that prove sustainable giving can transform any organization willing to believe it's possible. Key Topics They Talk About * Samir Kahn shares fresh GivingTuesday research revealing a $10 to $20 billion annual opportunity. The median organization has just 4% of donors on recurring schedules, 40% of charities had zero new recurring donors from first gifts, and monthly donors carry a median annual value of $275 versus $100 for non-recurring donors, nearly 3x higher. * Dr. Sanjay Bindra of the zero-staff GOSUMEC Foundation explains how removing transactional pressure (no Giving Tuesday, no urgency campaigns) and building the "Give Arc" framework of Gratitude, Impact, Voice, and Engagement produced a 98% retention rate for recurring donors. Recurring giving, he argues, is "not a payment plan, it's an identity shift." * Chris Free of The Joshua Fund describes going all in on recurring giving and doubling revenue from $7.2M to $14.4M in 18 months. Recurring donors grew 116% (from 1,885 to 4,080), new donors increased from 7,528 to 13,609 in 13 months, and digital recurring revenue reached 48%. Belief, he says, precedes growth. * Becky Endicott and Jon McCoy of We Are For Good reflect on more than 708 nonprofit leader interviews and what sustainability actually means: resourced leaders who can dream again instead of keeping the lights on, organizations shifting from donor pyramids to donor communities, and recurring revenue understood as "recurring trust." * Erica Waasdorp draws on 30+ years of international monthly giving expertise to highlight benchmarks from Norway, Spain, Australia, Europe, and Canada. She shares proven tactics like SMS/texting, face-to-face fundraising, and integrated digital campaigns, plus the powerful connection between monthly donors and legacy giving (recurring donors are 6x more likely to leave estate gifts, with average legacy gifts of $50,000). Also in this episode, they talk about: * Two trends reshaping recurring giving: 95.8% of Americans have a subscription, the average person has 12 of them, and 52% of millennials prefer monthly donations over single large gifts. * The critical "invitation gap" facing nonprofits, with new recurring donor acquisition flat at roughly 2% and donor bases aging out without replacement. * The supplemental and legacy gift opportunity: 30% of recurring donors give additional gifts that are 2 to 3x their recurring amount. * The Center for Sustainable Giving's dual approach of educating leaders and walking alongside organizations through deep-dive assessments and 2-year roadmaps. * Why January 1st can move from the worst day of the year to a stable funding day when sustainability is built into the model. Key Resources * * GivingTuesday recurring giving research: givingtuesday.org [https://www.givingtuesday.org] * * GOSUMEC Foundation USA: gosumec.org [https://www.gosumec.org] * * We Are For Good podcast: weareforgood.com [https://www.weareforgood.com] * * The Joshua Fund: joshuafund.com [https://www.joshuafund.com] * * Erica Waasdorp's books on monthly giving: adirectsolution.com [https://adirectsolution.com] * * Get free 30-day access to The Rise of Sustainable Giving audiobook: SustainableGiving.org/gift [https://sustainablegiving.org/gift] * * Register for the upcoming Workshop in Seattle: SustainableGiving.org/workshop [https://sustainablegiving.org/workshop] * Explore the deep-dive assessment for your organization: SustainableGiving.org/grow [https://sustainablegiving.org/grow]

Problem. Solution. Action: How charity: water Designs Experiences That Create Lifelong Donors

What if the most powerful fundraising tool your organization has is not a landing page, an email campaign, or a social media strategy, but a room? In this episode of Sustainable Giving, host Dave Raley sits down with Brian Seay, Experience Lab Director at charity: water, for a rich conversation about what it truly takes to move people from passive awareness into active, lasting generosity. Brian brings more than two decades of experience designing live events that inspire action, first on the artist relations and live events team at Compassion International, and now leading one of the most innovative donor experience spaces in the nonprofit world: The Experience Lab, a free, immersive exhibit housed at The Factory at Franklin, just outside Nashville, Tennessee. Brian and Dave dig into the architecture of transformation, the psychology of the ask, and what separates a moment of emotional inspiration from a genuine long-term commitment. Key Topics They Talk About: 1. What The Experience Lab is and why charity: water built it. 2. The architecture of transformation: Problem, Solution, Action. 3. The psychology of the ask and why slowing down matters. 4. What it takes to move people into recurring giving. 5. The role of artists and influencers in expanding a cause. Also in this episode, they talk about: * Hudson, an 11-year-old who came through the Experience Lab during a preview tour, spent four months raising $10,000 door to door and through his church, and handed an envelope of cash and checks to Scott Harrison on opening night * Practical advice for leaders who want to create more immersive donor experiences without a large budget, including using virtual reality storytelling and making the mission visual through art and physical objects * Why the story should never be about the organization: "We are not the core of the story. We are the response." How might you design a donor experience in your own context, whether at a gala, an open house, or even a single meeting, that moves people not just emotionally, but into sustained, long-term generosity? Key Resources: * charity: water website: https://www.charitywater.org [https://www.charitywater.org] * The Experience Lab: https://www.charitywater.org/experience [https://www.charitywater.org/experience] * The Spring, charity: water's monthly giving program: https://www.charitywater.org/the-spring [https://www.charitywater.org/the-spring] * charity: water on Instagram: https://www.instagram.com/charitywater [https://www.instagram.com/charitywater] * Brian Seay on LinkedIn: https://www.linkedin.com/in/brian-seay-11557a55/ [https://www.linkedin.com/in/brian-seay-11557a55/] * Made to Stick by Chip Heath and Dan Heath: https://www.heathbrothers.com/made-to-stick/ [https://www.heathbrothers.com/made-to-stick/] * The Rise of Sustainable Giving by Dave Raley: https://www.imagoconsulting.com [https://www.imagoconsulting.com] * Dave Raley on LinkedIn: https://www.linkedin.com/in/draley/  Special thanks to our team at Sustainable Giving: Tom, Victoria, Kirsten and Abigail.

From Seasonal Generosity to Steady Support: How a Rescue Mission Built Momentum in Sustainable Giving

What if the donors who could sustain your mission year-round have been waiting, and you just haven't asked them the right way? This week on Sustainable Giving, host Dave Raley sits down with Kathy Coady, Chief Development Officer, and Melissa Tagg, Marketing & Communications Manager (and USA Today bestselling author!) from Hope Ministries Iowa. Together, they share the story of how a rescue mission that had quietly left monthly giving on the table completely transformed its approach and saw double-digit growth in sustainers within just eight months. Hope Ministries has served the homeless, hungry, abused, and addicted in central Iowa for over 110 years. Their need is 24/7, 365, but their recurring donor support had been flat for years. It was a checkbox, not a strategy. That changed when Kathy and Melissa decided they were done starting every fiscal year at the bottom of the mountain. This episode is full of practical wisdom and honest reflection for any leader wondering whether recurring giving could really work for their organization. Spoiler: it can. Key Topics They Talk About: 1. The Recurring Giving Wake-Up Call: For years, Hope Ministries treated monthly giving as a passive option rather than a priority. The turning point? A benchmark report showing they were hitting every metric except sustainer revenue. Kathy and Melissa, both self-described competitive spirits, decided then and there: "We're going to fix this." 2. The Accelerator Campaign That Changed Everything: The first move Hope Ministries made was an accelerator email campaign: eight to nine emails in three weeks. Melissa admits it scared her. She remembers when sending one email a month felt risky. But the results were stunning. New monthly donors came in fast, and people who hadn't given in over a decade showed up and said yes. They've now run three of these campaigns and are planning a fourth. 3. Messaging That Clicked: The New Women & Children's Center: The key to their campaign's success was specificity. Hope Ministries had just opened a new center for women and children, tripling capacity from 30-35 to 100 people at one time. That milestone became the campaign message: a clear, timely, and compelling reason to give monthly right now, rather than a generic ask. 4. Making Monthly Giving a Whole-Organization Priority: Before this work, monthly giving was one item on a long menu. Now it's woven into everything -- the website relaunch, event planning, donation platform decisions, and everyday team conversations. As Kathy puts it: "It's part of our conversation now." That shift from "one option among many" to "strategic priority" is what separates organizations that grow sustainers from those that stay flat. 5. Results That Speak for Themselves: Over eight months, Hope Ministries gained approximately 90 new monthly donors, well into double-digit percentage growth. The average monthly gift also increased as they added donors -- something Kathy did not expect. They recovered their investment within the first few emails of the first campaign, and they're now aiming for 25% of total revenue from monthly donors long-term. Also in this episode, they talk about: * The "Base of the Mountain" Problem * Stewardship as Partnership * Data Cleanup and Hidden Gems * Advice for Hesitant Leaders * What Gives Them Hope If your most loyal donors could give every month, automatically and joyfully, for years, what is standing between them and that commitment? Key Resources: * Learn more about Hope Ministries Iowa [http://www.hopeiowa.org] (Consider joining Team Hope!) * Connect with Kathy on LinkedIn [http://linkedin.com/in/kathy-coady-9b26895] * Learn more about Melissa Tagg [http://melissatagg.com] * Connect with Melissa on LinkedIn [http://linkedin.com/in/melissa-tagg] * Learn more about Dave’s work [http://imago.consulting] Connect with Dave on LinkedIn [http://linkedin.com/in/draley] Special thanks to our team at Sustainable Giving: Tom, Victoria, Kirsten and Abigail.

Fundable and Findable: Getting Out of the Nonprofit Starvation Cycle

What actually makes a nonprofit truly fundable, and not just busy, but built to last? In this episode of the Sustainable Giving Podcast, Dave Raley sits down with Kevin L. Brown, CEO of Mighty Ally and author of Fundable & Findable, to unpack a hard truth: most nonprofits don’t struggle because they lack passion or effort. They struggle because they lack clarity. From his journey out of the advertising world to working alongside nonprofits globally, Kevin brings a sharp lens to the structural challenges holding organizations back. Together, Dave and Kevin explore what it really takes to move beyond the “starvation cycle” and into a model of sustainable, scalable impact, where organizations are not only doing meaningful work, but are clearly positioned, deeply trusted, and consistently supported. This is a candid, thought-provoking conversation that challenges assumptions about fundraising, branding, and what it means to build something that lasts. What would change if your organization focused less on doing more, and more on becoming unmistakably clear? Key Topics They Cover: 1. Why most nonprofits stay small, and what’s really holding them back 2. The “Fundable & Findable” Framework explained 3. Escaping the starvation cycle 4. From confusion to clarity: a real transformation story 5. The tension around “looking slick” as a nonprofit Also in this episode, they talk about: * Why donors don’t read—and how to “get to the point to get to the donor” * The myth of diversification in nonprofit funding models * Why retention starts immediately after the first gift * The role of leadership as the “chief earning officer” * How hybrid nonprofit models (like Mighty Ally) unlock new sustainability pathways Key Resources: * Get your copy of Fundable & Findable [https://fundablefindable.org/]. * Connect with Kevin on LinkedIn [https://www.linkedin.com/in/kevinlbrown]. * The Bridgespan Group Study [https://www.bridgespan.org/insights/how-nonprofits-get-really-big]. * Connect with Dave on ⁠⁠LinkedIn⁠⁠ [https://www.linkedin.com/in/draley]. * Learn about Dave’s new program, ⁠⁠RISE⁠ [https://www.sustainablegiving.org/rise]. Special thanks to our team at Sustainable Giving: Tom, Kirsten, Victoria, and Abigail.

From Subscriptions to Sustainers: What the Subscription Economy Teaches Nonprofits

What if the future of generosity looks a lot more like the subscription economy? In this episode of the Sustainable Giving podcast, host Dave Raley sits down with subscription economy pioneer Amy Konary for a fascinating conversation about recurring revenue, customer relationships, and what nonprofit leaders can learn from the companies that helped build the modern subscription model. Amy has spent her career studying the shift from one-time transactions to long-term customer relationships. As the founder of the Subscribed Institute at Zuora [https://www.zuora.com/], she works with hundreds of organizations navigating the transition to recurring revenue. And as one of the earliest analysts to help define the category of “SaaS,” she has had a front-row seat to the massive transformation that has reshaped entire industries. In this conversation, Dave and Amy explore the parallels between the subscription economy and sustainable generosity. They unpack why recurring models require a deeper shift than simply changing pricing, what separates organizations that successfully scale recurring revenue from those that stall, and how nonprofits can create lasting donor relationships built on ongoing value and trust. Along the way, they also look ahead to trends like subscription fatigue, retention-first strategies, and the growing role of AI, and what they might mean for the future of fundraising. Key Topics They Talk About: 1. Why subscriptions are more than just a pricing model Amy explains how the shift to subscription-based businesses fundamentally changed how companies operate, moving from one-time transactions to ongoing value delivery and long-term relationships with customers. 2. Lessons from the early days of the SaaS revolution Drawing from her early career studying software companies, Amy shares how pioneers like Marc Benioff and Tien Tzuo helped reshape the industry, and why their approach offers powerful parallels for nonprofit leaders today. 3. What actually makes recurring revenue work The most successful recurring models are not “set it and forget it.” They rely on ongoing communication, delivering real value, and helping customers or donors clearly see the impact of their relationship over time. 4. The rise of subscription fatigue and what it mean As subscriptions become more common, expectations are rising. Amy explains why organizations must prioritize transparency, flexibility like pause or downgrade options, and clear value to keep people engaged. 5. Why leadership commitment is the biggest factor in success Recurring revenue is not just a tactic. It is a cultural shift. Amy explains why organizations that succeed usually have leaders who fully commit to the model and align teams, metrics, and strategy around long-term relationships. * Also in this episode, they talk about: * How nonprofits can better understand and segment their donors * The importance of showing ongoing impact to recurring supporters * Creative ways organizations can build community with supporters * Why recurring models can be better for people, products, and the planet * How AI may shape the next evolution of subscription-based organizations Key Resources: * Connect with Amy on LinkedIn [https://www.linkedin.com/in/amykonary/⁠]. * Connect with Dave on ⁠LinkedIn⁠ [https://www.linkedin.com/in/draley]. * Learn about Dave’s new program, ⁠RISE [https://www.sustainablegiving.org/rise]. Special thanks to our team at Sustainable Giving: Tom, Kirsten, Victoria, and Abigail.