In a world where monthly subscriptions have become second nature—from streaming music to meal kits—there’s a quiet revolution unfolding in the nonprofit world. It’s called sustainable giving, and it’s not just a trend—it’s a necessary evolution. On a recent episode of the Nonprofit MBA Podcast, Stephen Halasnik sat down with Dave Raley, founder of Imago Consulting and author of The Rise of Sustainable Giving, to explore how this movement is reshaping the future of charitable donations.
Why Giving Needs a Rethink 
Most of us don’t think twice about setting up a Netflix subscription or paying $10 a month for a music service. We’re used to getting value on a recurring basis—and doing so automatically. But what if that same approach could fuel the missions of nonprofits in a more powerful, predictable way?
That’s the core idea behind sustainable giving: shifting charitable support from sporadic, one-time donations to consistent, recurring contributions. It’s not just about convenience. For nonprofits, it’s about stability. And in an age of uncertainty—economic or otherwise—predictable revenue can mean the difference between survival and growth.
From Streaming to Serving
The idea isn’t as far-fetched as it might seem. Subscription services have trained us to expect ongoing value in return for our money. Spotify doesn’t just give us access to music—it curates our experience, introduces us to new artists, and evolves with our preferences. The relationship is dynamic.
That same principle applies to giving. Too often, nonprofits focus their messaging on one-time needs: meals, shelter, school supplies. The ask is transactional. But recurring giving invites a shift in mindset. It challenges organizations to think not just about what they need today—but how they can offer ongoing impact, connection, and value to their supporters.
This could look like regular updates, stories of change, access to insider content, or opportunities to be part of something bigger than a single donation. It’s not about replicating Netflix. It’s about creating meaningful engagement that justifies long-term commitment.
Breaking Out of the Old Models
Historically, recurring giving has fit into three main buckets.
First, there’s the one-to-one model. Think of child sponsorships or direct donor-beneficiary connections. These are powerful because they’re personal. But they also require infrastructure that many nonprofits simply don’t have.
Second, there’s the membership model. Museums, zoos, and public radio stations have long operated this way, where donors get benefits—free admission, early access, or content—in exchange for ongoing support. Again, this only works for organizations with tangible services to offer in return.
That leaves the rest—arguably the majority. Food banks, advocacy groups, shelters, relief organizations—nonprofits that don’t naturally fit into either of those categories. For years, they’ve been left behind in the recurring giving conversation. But that’s changing.
The subscription mindset is now seeping into this “left behind” sector. And thanks to digital infrastructure and changing donor behavior, these organizations are discovering that recurring giving isn’t just possible—it might be the key to long-term sustainability.
It’s Not Just About the Money
One of the biggest misconceptions among donors is that nonprofits prefer lump-sum gifts. Many people still believe it’s better to give a large donation once rather than small amounts over time. But in reality, recurring donations offer nonprofits something far more valuable: predictability.
With consistent nonprofit funding, organizations can plan better, budget more effectively, and respond faster in times of crisis. Yet, most donors aren’t aware of this unless it’s explained clearly. And that’s where education and messaging come in.
Younger donors are already more inclined to align their giving with their values. They want to make a difference, but they also want simplicity and consistency. For them, automated monthly giving isn’t just acceptable—it’s preferred. The opportunity here is to meet donors where they are and make recurring giving the norm, not the exception.
Innovation Beyond the Ask
The future of recurring giving isn’t just about automating monthly payments. It’s about rethinking the entire donor experience.
What if, for example, a nonprofit built in a small annual increase to reflect inflation or rising costs—just like a lease on an apartment? What if donors could choose the frequency of their gifts—weekly, quarterly, even annually—with the same ease they manage subscriptions online?
These ideas might sound bold, but they’re grounded in real-world business practices. Some political campaigns, for instance, have already experimented with weekly donations during critical months. The logic is simple: if urgency is high, why not match the giving cycle to the news cycle?
The point is that recurring giving can be customized, flexible, and smart. And nonprofits that innovate in this space are already seeing stronger retention and higher donor lifetime value.
From Scarcity to Scale
Perhaps the most important shift needs to happen in mindset. Many nonprofits operate from a place of scarcity. They worry about coming across as too “salesy” or prioritize mission over money—as if the two were mutually exclusive.
But here’s the truth: if you can’t fund your mission, you can’t fulfill it.
There’s a lesson to be learned from the for-profit world, where growth, innovation, and revenue generation are seen as inseparable from purpose. Businesses don’t shrink their goals to match their budgets—they grow their budgets to match their ambitions.
Nonprofits need to do the same. If you believe your mission deserves to reach thousands—or millions—of people, then your revenue strategy has to reflect that scale. Recurring giving isn’t just a revenue stream. It’s the foundation for long-term impact giving you the ability to scale your nonprofit.
Who, Not Just How
One of the most powerful ideas explored in the conversation was this: stop asking how and start asking who.
Too often, nonprofit leaders try to solve every problem themselves. But just like a company wouldn’t manufacture its own marketing software, nonprofits shouldn’t feel like they have to master every aspect of fundraising alone.
Outsourcing isn’t a weakness. It’s a strength. It allows organizations to focus on what they do best—serving their communities—while tapping into external expertise for growth. Whether it’s bringing in a consultant, using a fundraising platform, or hiring a part-time strategist, the question isn’t “How do we build this?” but “Who can help us build this better?”
Creating a Culture of Belief
At the end of the day, sustainable giving isn’t just a tactic. It’s a mindset. It’s about believing that your organization is worth long-term investment—and then building a strategy to support that belief.
As one nonprofit leader put it after hearing Raley speak: “I came away thinking, we can do this.”
That sense of possibility is what drives real change. Recurring giving isn’t reserved for the big players with flashy campaigns. It’s for every nonprofit willing to think differently, act boldly, and invite their supporters into something deeper than a one-time transaction.
Ready to Start?
If your nonprofit is ready to explore what sustainable giving could look like, you don’t have to start from scratch. Resources like sustainablegiving.org offer tools, a seven-step blueprint, and even a free chapter from Raley’s book to help you get started.
The subscription economy changed how we consume. Now it’s changing how we give. And for nonprofits ready to embrace that change, the future looks not just sustainable—but scalable.
About Dave Raley
Dave Raley is the founder of Imago Consulting, an advisory firm that helps organizations create growth through innovation. As a speaker and advisor, he has inspired thousands of nonprofit leaders to grow both personally and organizationally. He’s the author of The Rise of Sustainable Giving: How the Subscription Economy is Transforming Recurring Giving, and What Nonprofits Can Do to Benefit. Dave also writes a weekly innovation and leadership column called The Wave Report, and he’s the co-founder of the Purpose & Profit Podcast – a show about the ideas at the intersection of nonprofit causes and for-profit brands.
About Stephen Halasnik and Financing Solutions
Stephen Halasnik is the host of The Nonprofit MBA Podcast and Managing Partner of Financing Solutions. Since 2012, Financing Solutions has been the largest provider of lines of credit to nonprofits in the US. A line of credit is like an emergency business loan for nonprofits that can be used whenever needed.
