Planes, Pledges, and Persistence: How One Organization Built a Recurring Giving Program That Actually Lasts

Planes, Pledges, and Persistence: How One Organization Built a Recurring Giving Program That Actually Lasts

What does it take to build a recurring giving program inside an organization with 80+ years of history, deep donor relationships, and a mission that literally flies people to the ends of the earth? In this episode, Dave Raley [https://www.linkedin.com/in/draley/] sits down with Tracey Werre [https://www.linkedin.com/in/traceywerre/], Director of Growth & Digital Experiences at Mission Aviation Fellowship (MAF), for a candid, behind-the-scenes look at what it really takes to grow sustainable recurring revenue, not in a vacuum, but inside a complex, multi-model organization with a lot of heritage and a lot of heart. Tracey brings over two decades of marketing expertise, a background that spans fashion to aviation (yes, really), and 16 years of deep nonprofit fundraising experience at MAF. She's built a recurring giving program called Flight Crew from the ground up, and she's not done yet. From a scrappy MVP launch in 2020 to a full-scale 5.0 revamp, Tracey shares the wins, the walls she hit, and the wisdom she's picked up along the way. If you've ever wondered what it looks like to actually commit to recurring giving — not just test it once and move on — this conversation is for you. Key Topics They Talk About: * Tracey's Unconventional Path into Nonprofit Fundraising — Tracey went from fashion and e-commerce to MAF after the dot-com bust, bringing her digital marketing chops into a sector that needed them. She sees a fascinating parallel between that early internet disruption and today's "subscription economy" moment and believes we're entering a new era of maturity in recurring giving. * MAF's Unique Funding Model and the Challenge of Building a General Fund — MAF is funded three ways: organizational revenue, career staff missionary support, and fees for service. For years, monthly giving was tied primarily to individual missionaries, not the general fund. As staff tenures shortened and retirement waves hit, Tracey and her colleague Mickey saw the writing on the wall: it was time to invest seriously in organizational recurring giving. * The Birth of Flight Crew: Human-Centered Design Meets Nonprofit Fundraising — Rather than guessing, MAF partnered with Alan Thornburg (now of Sublimity) to talk directly to donors and run concept tests. The name "Flight Crew" emerged because it put donors in the story. They're not passive supporters, they're part of the crew. Early feedback confirmed it: members said they felt like they had a "bird's eye view" of the mission, like a co-pilot on every flight. * The Evolution from Launch to 5.0 — What Changed and Why — Flight Crew launched in fall 2020 (COVID year, no less) with four times the expected signups. But growth eventually plateaued. Tracey shares candidly what prompted the 5.0 revamp — new human-centered design research, upgraded donation platform technology (hello, Fundraise Up), and a fresh storytelling angle tied to MAF's documentary Ends of the Earth. The payoff? A 20% jump in recurring donors since last fall. * What Reliable Recurring Revenue Actually Makes Possible — For MAF, this isn't just a fundraising metric. It's Ebola flights in the Congo. Emergency medevacs from conflict zones. Fuel price volatility. Having thousands of Flight Crew members means the work doesn't stop when the unexpected happens, and it frees leadership to think strategically rather than scramble for immediate cash. What's one thing your organization could do in the next 90 days to make it easier for donors to give monthly?  Key Resources * Mission Aviation Fellowship (MAF) [https://www.maf.org] * Ends of the Earth Documentary [https://maf.org/endsoftheearth/] * The Rise of Sustainable Giving by Dave Raley [https://www.imago.consulting/book] * Sublimity (Alan Thornburg) [https://www.sublimity.io] * Fundraise Up [https://fundraiseup.com] * The Center for Sustainable Giving [https://www.sustainablegiving.org/] Special thanks to our team at Sustainable Giving: Tom, Michelle, Victoria, Kirsten, and Abigail.

Scaling Humanity in the Age of AI: The Beating Heart of Fundraising Isn’t Tech — It’s People

What if the secret to scaling generosity isn't more tech, but using tech to scale the one thing that actually sustains giving: people? In this episode of the Sustainable Giving podcast, host Dave Raley sits down with Nathan Hill [https://www.linkedin.com/in/nathan-peter-hill/], VP of Marketing at Avid [https://avidai.com/] (and a self-described "marketing and fundraising nerd"), for a wide-ranging, energizing conversation about data, AI, donor trends, and why the human element is still the beating heart of it all. Nathan brings a rare blend of perspectives. He's worked in nonprofits big and small, spent nearly a decade helping fundraisers level up at Next After, and now leads marketing at one of the most talked-about AI-powered fundraising platforms in the sector. Dave and Nathan swap stories about the accidental paths that led them into this work, the "face-palm" moments every organization discovers when they actually secret-shop their own donor experience, and why the current "fewer donors, larger gifts" trend may be a bubble about to pop. Plus: a surfing metaphor, a printing press history lesson, and a surprisingly hopeful take on what AI means for lean nonprofit teams. Key topics they talked about: 1. Why the "Fewer Donors, Larger Gifts" Trend Might Not Last: Nathan unpacks fresh data from the new Avid + Wiland benchmark (1,000+ organizations, $14B+ in revenue, updated in real time). Retention of high-value donors is declining faster than the broad base, upgrade rates have fallen off a cliff, and the pipeline of future mid- and major-level donors is weakening. Translation: the bubble is real, and leaders need to act now. 2. Data, AI, and the "Fundraising Operating System:” Nathan explains how Avid sits on top of your existing tech stack (CRM, email, donation platform, ads) to unify your data, surface insights, automate segmentation, and even help create and launch campaigns in minutes instead of weeks. The goal: free fundraisers to focus on what only humans can do. 3. The Human Element Still Wins: Nathan and Dave agree: the most unique, differentiating thing in fundraising will always be authentic humanity. AI and data aren't here to replace relationships. They're here to scale them. And in a world drowning in noise, showing up human is the ultimate competitive advantage. 4. The Generosity Opportunity Hiding in Plain Sight: Dave breaks down a brand-new Lilly School of Philanthropy analysis of the "One Big Beautiful Bill" and its universal charitable deduction, which could bring 6–9 million new giving households into philanthropy. But only if nonprofits actually invite them in. 5. The Power of the Ongoing Value Proposition: Drawing on his work on value proposition at Next After (and a shout-out in Chapter 23 of The Rise of Sustainable Giving), Nathan explains why the appeal that wins a one-time gift isn't the same one that earns a monthly donor, and how to clearly communicate the unique impact of recurring giving. What are you doing today to build a sustainable pipeline of generous, engaged, recurring donors, and how are you using the tools at your fingertips to scale the human relationships that make it all work? Key Resources: * Connect with Nathan on LinkedIn [https://www.linkedin.com/in/nathan-peter-hill/] * Email Nathan directly [nathan@avidai.com?] * Learn more about Avid [https://www.avidai.com/] * Access the Avid + Wiland Benchmark [https://www.avidai.com/benchmark] (free, updated in real time) * Grab Dave's book, The Rise of Sustainable Giving [https://glockenspiel-fiddle-s52g.squarespace.com/book] * Connect with Dave on LinkedIn [https://www.linkedin.com/in/draley/] * Lilly Family School of Philanthropy [https://philanthropy.indianapolis.iu.edu/] research on charitable giving policy * Whisper Flow  [https://wisprflow.ai/](the dictation tool Dave is currently nerding out on) Special thanks to our team at Sustainable Giving: Tom, Kirsten, Victoria, and Abigail.

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.