The Worst Advice I’ve Ever Heard for Sustainers, Part 1

I’ve heard a lot of advice over the years about recurring giving. Some of it’s brilliant. Some of it’s practical. And then… there’s the other kind.

Well-meaning, confident advice that sounds reasonable in the moment — but if followed, could quietly choke the very growth in sustainable giving we’re trying to cultivate.

That’s the advice I want to call out here. Not to shame those who said it or repeat it (they usually mean well), but because I’ve seen how harmful it can be if leaders take it to heart. Think of this as a running log of “the worst advice I’ve ever heard on sustainers.” Every so often, when I come across a new gem of misdirection, I’ll add it to the list.

Today’s a quick one: We’ll start with one of the most recent “gems” I’ve heard.

Over the next few weeks, I’ll share more of the worst advice I’ve heard when it comes to sustainable recurring giving.

🚫 Misguided Sustainable Giving Advice #1:

Monthly giving should be “Set It and Forget It”

“Set it and forget it” might have been good advice at one time, when donors had very few monthly gifts and almost no subscriptions. They might go years at a time giving to a charity without giving it much of a second thought.

But this is no longer the case. Donors know what they are giving to, and, shaped by the subscription economy, are more prone to revisiting that decision.

The average American has 12 subscriptions, and 42% of Americans admit to forgetting about a subscription they are no longer using. We’ve all been burned by that subscription that “tricked” us into staying subscribed when we no longer got value out of it. 

We now have apps like Rocket Money that monitor our subscriptions, including giving to charity, and remind us regularly, asking if we’d like to stay subscribed, even offering to cancel those subscriptions on our behalf. 

Above: Apps like Rocket Money remind consumers what they are “subscribed” to, including giving to charity. “Set it and forget it” is no longer a thing. 

Why a “set it and forget it” mentality is dangerous: 

It’s increasingly outdated advice — Donors know what they are giving to, and are more prone to re-evaluating their giving more often, asking if they desire to continue giving.  

What to do instead:

With sustainers, focus on three elements: affirm, engage, appeal. 

Affirm them for the impact they are making: Regularly share stories of how their giving has made a difference recently. 

Engage them, periodically inviting their input, responses, and involvement in your organization: Even if they don’t participate, there is power in the invitation. And finally…

Appeal to them for additional gifts at regular intervals: Sustainer donors are some of the most generous donors and will respond to specific and timely requests for one-time gifts.

💡 Takeaway: Donors are savvy, shaped by the subscription economy. You aren’t fooling them by staying quiet, hoping they’ll “set it and forget it.” Instead, affirm, engage, and appeal to your recurring donors, bringing them closer to your cause and reinforcing the impact they are making.

Next week, I’ll share another well-intended-but-untrue piece of “advice” I’ve heard around recurring giving. (Hint: Recurring giving is nothing like a marriage proposal. 💍)

Until next week… Surf’s Up! 🌊

- Dave

About the Author | Dave Raley

Consultant, speaker, and author Dave Raley is the founder of Imago Consulting, a firm that helps nonprofits and businesses who serve nonprofits create profitable growth through sustainable innovation. He’s the author of the book 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 the co-founder of the Purpose & Profit Podcast — a show about the ideas at the intersection of nonprofit causes and for-profit brands. Connect with Dave on LinkedIn.

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