Digital Exclusive:

The Rise of Sustainable Giving: What Fundraisers Can Learn from the Subscription Economy

By Dave Raley

Each year, fewer individuals in North America give to charity.

It’s a troubling trend. But in the midst of this generosity crisis, a bright spot is emerging-recurring giving.

And not just any recurring giving. Sustainable, donor-centric, relationship-driven giving-shaped by lessons from the rise of the subscription economy.

Over the last two decades, subscription-based businesses have revolutionized the way people interact with products and services. In doing so, they’ve changed consumer behavior and expectations. For fundraisers, this shift presents both a challenge and a remarkable opportunity.

The same dynamics driving the success of companies like Netflix, Spotify, and Amazon can be harnessed to build resilient, growing recurring giving programs.

In The Rise of Sustainable Giving, I identify six key shifts driven by the subscription economy. Here are the first three-and how you can apply them to create more meaningful and lasting donor relationships.

1. From Transactions to Engaging Experiences

The best subscriptions do more than fulfill a need-they spark joy, curiosity, and delight.

Think of Spotify. For $16.37/month, I don’t just “rent music .” I get a deeply personalized, engaging experience. Spotify knows what I like. It surprises me with new artists and helps me rediscover old favorites. It’s more than a service-it’s an experience I look forward to every day.

Now, imagine your sustainer program. Is it simply a recurring payment? Or is it a meaningful, emotionally resonant experience?

My wife and I became monthly donors to International Justice Mission nearly a decade ago-because of a powerful, moving experience at a live event. That one moment has translated into eight years of consistent giving and over $2,600 in support.

Takeaway: The most successful recurring programs begin with an experience that moves people. Look for ways to delight and engage supporters-at the beginning, and all along the journey.

2. From Ownership to Access

In the past, value was about ownership. Today, it’s about access.

Why own thousands of songs when Spotify gives you access to millions anytime, anywhere?

For nonprofits, this principle translates into creating value through access-access to meaningful stories, insider updates, behind-the-scenes insights, or even community events.

Access doesn’t have to be extravagant. It just needs to be real and relevant. Exclusive webinars, early invitations to events, personal thank-you messages, or a quarterly behind-the-scenes report can go a long way in making donors feel included.

Takeaway: Ask yourself, what can you give sustainers access to that makes them feel like insiders-more connected to the cause they care about?

3. From Anonymous Buyers to Known Relationships

Before subscriptions, many businesses barely knew their customers. But with recurring relationships, data, and direct communication, they’re able to tailor experiences in increasingly personal ways.

Netflix doesn’t just stream content. It curates it-based on what it knows you’ll love.

In the nonprofit world, we’ve always had some form of direct donor relationship. But now, expectations are higher. Donors want to be known. They want a relationship that reflects their values, interests, and engagement history.

Do you know when your recurring donors give? What inspires them to give more? Have they attended an event? Volunteered? Do they always respond to certain types of stories?

Takeaway: Sustainable giving starts with sustainable relationships. Use the data you already have to personalize communications and deepen the sense of connection.

A New Era for Giving-If We Choose to Embrace It

Today, sustainable recurring giving is more accessible to more nonprofits than at any other time in history.

But access doesn’t guarantee action.

It takes thoughtful design, compelling experiences, and a willingness to adopt new models rooted in relationship and value-not just in transactions.

If you want to build something resilient-something generous, predictable, and donor-centric-there’s no better time to start.

I’ve outlined all six shifts in Chapter 8 of my book, The Rise of Sustainable Giving. You can download that chapter for free or order the full book at www.SustainableGiving.org.

Let’s build something that lasts.

Dave Raley is an author and advisor, speaker and founder of Imago Consulting, an advisory firm that helps organizations grow sustainable giving. As a speaker and advisor, Dave has inspired thousands of nonprofit leaders to grow both personally and organizationally. He’s the author of The Rise of Sustainable Giving. Dave also writes a weekly innovation and leadership column called The Wave Report, and he’s the host of both the Sustainable Giving Podcast and the Purpose & Profit Podcast — a show about the ideas at the intersection of nonprofit causes and for-profit brands.