108. Embracing the Subscription Model in Nonprofit Giving
About this episode
Have you ever looked at your organization’s fundraising numbers and wondered, “How do we not just survive, but truly thrive in this changing landscape?” You’re not alone. As overall giving climbs to record highs, the number of donors continues to decline—a paradox that keeps many of us up at night. But what if I told you there’s a proven, accessible path to deeper donor relationships, higher retention, and long-term growth?
It’s the reality I unpacked with Dave Raley on The Intentional Fundraiser podcast. We dove into why recurring giving is the bright spot in a shifting landscape—and why too many nonprofits still treat it like an afterthought. For years, many thought monthly giving was just for “big” organizations or required fancy tech. Dave’s insights and his book, The Rise of Sustainable Giving, shares: any nonprofit can build a thriving program by focusing on real connection and community.
In this episode, we share how embracing sustainable, recurring giving—rooted in the subscription economy—can transform your fundraising, your organization, and even your own sense of possibility. By the end of this conversation, you’ll walk away with actionable insights and renewed confidence that you can build a thriving recurring giving program, no matter your starting point.
Why Recurring Giving Is the Bright Spot Nonprofits Need
I’ve spent over two decades in fundraising, watching trends come and go. But one thing has become crystal clear: recurring giving is not just another tactic. It’s a seismic shift, mirroring the subscription economy that’s changed how we all live and give. While donor counts have dropped for three consecutive years—even as total giving reaches new heights—recurring giving is the consistent bright spot. Every major report I’ve seen says the same thing: monthly giving is up, outperforming one-time gifts in both retention and lifetime value.
This isn’t just a trend for the largest or most sophisticated organizations. In fact, recurring giving is more accessible today than ever before. I’ve seen organizations of all sizes—whether they’re just starting out or looking to scale—achieve remarkable results by focusing on sustainable giving. The key is shifting from a transactional mindset to building donor experiences that foster long-term engagement and belonging.
One mistake I see all too often is treating recurring giving like an afterthought or simply repackaging single-gift offers. I learned this lesson early in my career working with Union Rescue Mission in Los Angeles. Their “meal a day” program, which asked donors to cover a daily meal and shelter for $35 a month, wasn’t growing. The problem? It lacked an ongoing value proposition—it was too focused on immediate needs, not on building a lasting relationship.
When we pivoted to a child and family sponsorship model, telling real stories of families served each month, everything changed. Fulfillment rates soared, and donors felt truly connected to the mission. The lesson: recurring giving requires a unique, ongoing value proposition—one that invites donors into a journey, not just a transaction.
How to Build and Scale a Thriving Recurring Giving Program
If you’re wondering where to start (or how to take your program to the next level), let me share two of the most underutilized principles from my blueprint for sustainable giving:
1. Craft an Ongoing Value Proposition
Don’t just recycle your best one-time gift offer. Ask yourself: What ongoing impact can I invite donors to be part of? How can I tell stories that reinforce their identity as a member of a movement, not just a supporter of a single campaign? When donors see themselves as part of a community—receiving regular updates, stories, and affirmations—they’re far more likely to stick around for the long haul.
2. Design (and Redesign) Your Program Thoughtfully
Many organizations jump straight to designing their monthly giving program, but real success comes from benchmarking, learning from the subscription economy, and continually refining your approach. Look at how companies like Netflix or Spotify keep subscribers engaged—personalized experiences, exclusive content, and a sense of belonging. What can you adapt for your donors? And don’t forget to steward your recurring donors every month. Affirm, affirm, affirm. “Set it and forget it” is the worst advice I’ve heard—today’s donors expect ongoing connection and recognition.
Technology and Innovation as Allies
Technology won’t build your program for you, but it can be your biggest ally—or your biggest barrier. Make sure your CRM, donation platform, and processor are optimized for recurring giving. And yes, AI is already playing a role: from personalizing communications to predicting which donors are most likely to become sustainers, to reducing involuntary churn from failed payments. Think of AI not as a replacement, but as a coworker that can help you be more efficient and effective.
Identity, Belonging, and the Power of Community
Recurring giving isn’t just about financial sustainability—it’s about building a sense of identity and belonging. When donors feel part of a cause, not just a transaction, their loyalty deepens. This is especially important as generational shifts make younger donors more comfortable with subscriptions and online giving. But don’t write off Boomers or Gen X—every generation can and does participate in recurring giving when invited well.
And here’s a bonus insight: building community doesn’t always mean hosting big events or creating online forums. Sometimes, it’s simply about helping donors feel like they’re part of something bigger, even if they never attend a gathering. That sense of belonging is powerful—and it’s what keeps donors engaged year after year.
You Can Do This—And You’re Not Alone
If there’s one thing I want you to take away, it’s this: you can do this. Recurring giving is no longer just for the big players or the lucky few. Thanks to shifts in technology, donor behavior, and the subscription economy, sustainable giving is within reach for every organization willing to invest in it. Start by crafting a compelling, ongoing value proposition. Leverage technology as your ally. Build a sense of belonging and community. And above all, remember that generosity is a lifestyle—not a one-time act, but a journey you invite your donors to join.
I’d love to hear your thoughts: What’s working for you? What challenges are you facing? Leave a comment below and share this post with colleagues who are ready to transform their fundraising. Together, we can build a more generous, sustainable future for our sector and the communities we serve.
With heaps of gratitude,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Our guest
Dave Raley, Founder & CEO, Imago Consulting
LinkedIn / Contact / Website
“Your technology that supports recurring giving will either be your biggest barrier or best ally to scaling your recurring giving program.”
Dave Raley, Founder & CEO, Imago Consulting
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