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You know your nonprofit needs a recurring giving program.
So why don't you have one that actually works?
Keep reading to find out
Let me guess...
You've been putting this off for months (maybe years).
You know the stats: monthly donors have 78-89% retention rates. You know they give more over time. You know predictable revenue would change everything about how you plan and grow.
But every time you think about launching (or revamping) your "sustainer program," it lands at the bottom of your priority list. Again.
Or maybe you do have recurring donors—a few dozen people giving monthly through your website. But it's not a program. There's no cultivation. No journey. No real strategy. Just... a few people who checked a box.
Sound familiar?
Here's what we've learned after building sustainer programs for all kinds of nonprofits and ministries:
Most organizations treat monthly giving like a campaign.
They send out an email blast. Maybe add a pop-up to their donation page. Cross their fingers and hope people convert.
And then they wonder why it doesn't move the needle.Here's the truth: Recurring giving isn't a campaign. It's a product.
Think about it. Netflix doesn't run a "monthly membership campaign" every quarter. They've built a product experience that makes you want to stay subscribed.
Your recurring giving program needs to work the same way.
Your recurring giving program needs to work like a product.
- A compelling brand that gives donors an identity (not just "recurring donor")
- A research-backed value proposition that speaks to what donors actually want
- A robust cultivation journey that keeps donors engaged, inspired, and committed
- Strategic segmentation so your messaging resonates with broadbase, mid-tier, and major donors differently
This is why campaigns fail. And it's exactly why our clients see 10-15% conversion rates from one-time donors to monthly givers when we build their programs the right way.
The sustainable giving
program build-out
An 8-month partnership to research, brand, build and launch a
recurring giving program that turns one-time donors into your most
loyal, long-term supporters.
This isn't a template. It's not a "plug and play" strategy.
This is a fully customized, research-driven program built specifically for your donors, your mission, and your organization.
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Here's how it works:
Phase 1
Research (2-3 months)
We start with your donors—not our assumptions.
- 10-12 in-depth donor interviews to understand what motivates them
- National donor survey to gather quantitative data at scale
- Internal stakeholder interviews with your marketing, development, and leadership teams
- Journey mapping to identify gaps in your current donor experience
- 2-3 program concepts with naming options, value propositions, and messaging pillars
Why this matters: This is where your recurring giving program becomes a real thing—something donors can see themselves being part of, not just another checkbox on your donation form.
Phase 2
Build (2-3 months)
We build the brand and creative assets that bring your program to life.
- Complete brand identity development (naming, design, tone, storytelling)
- Messaging framework and donor journey mapping
- Build launch campaign (emails, SMS, donation pages, copywriting)
- 12-month content calendar for donor retention
- First 8-12 touchpoints of your cultivation journey
Why this matters: This is where your recurring giving program becomes a real thing—something donors can see themselves being part of, not just another checkbox on your donation form.
Phase 3
Launch (2-3 months)
We launch, test, and set you up for continued momentum.
- 10-12 in-depth donor interviews to understand what motivates them
- National donor survey to gather quantitative data at scale
- 2-3 program concepts with naming options, value propositions, and messaging pillars
- Internal stakeholder interviews with your marketing, development, and leadership teams
- Journey mapping to identify gaps in your current donor experience
Why this matters: This is where your recurring giving program becomes a real thing—something donors can see themselves being part of, not just another checkbox on your donation form.
What makes this different from other agencies (or doing it yourself)?
Let's be honest: there are a lot of marketing agencies out there who say they’ve ‘worked on’ Sustainer programs. Or you could try to build this internally.
But here's what you won't get anywhere else:
We're the only sustainable giving certified agency
ShareServices is certified by Dave Raley, the leading authority on recurring giving who literally wrote the book on sustainable giving programs. His methodology is baked into everything we do.
We build a one year cultivation journey (not just a welcome email)
Most agencies will help you launch. We build the entire 12-month donor journey that prevents churn and turns new recurring donors into long-term partners. This is where most programs fail—and where we excel.
We do real donor research
We don't guess what your donors want. We ask them. Through interviews and surveys, we uncover the real motivations, objections, and desires that shape how we position your program. Donors are more honest with us than they'd ever be with you—and that honesty is gold.
We segment and test everything
Broadbase donors, mid-tier donors, major donors, lapsed donors—they all need different messaging. We A/B test creative and copy across every segment so you're not just "hoping" something works. We know what works because we test it.
Who is this for (and it's not for)
This is FOR nonprofits and ministries who:
- Have at least 1,000 total donors in their database
- Generate $2M+ in annual revenue
- Are you tired of being at the mercy of year-end campaigns
- Want predictablee, sustainable income that isn't dependent on one or two big months
- Are ready to invest in donor retention, not just acquisition
- Understand that building a recurring giving program is a product, not a project
This is NOT for organizations who:
- Want a quick fix or a "campaign in a box"
- Aren't willing to invest time in donor research and strategy
- Expect immediate returns in month one (this is a long-term play)
- Just want a new landing page or email template
If you're reading this and nodding your head,
we should talk.
Book a Call
The investment
We offer two packages depending on your goals and where you are in your donor development journey:
Recommended Package
Perfect for organizations building their first true sustainer program or overhauling an underperforming one.
Full 3-phase methodology (Source, Focus, Launch & Iterate)
Complete brand development and strategy
Donor research and analysis (interviews + national survey)
Go-to-market soft launch campaign
26 key donor touchpoints for retention
Account executive for project management and content curation
All copywriting, design, landing pages, and journey builds
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Premium Package
For organizations who want the gold standard—including direct involvement from Dave Raley, the leading voice in sustainable giving.
Everything in the Recommended Package
Gold Star Sustainer Design & Research Phase with Dave Raley
52 key donor touchpoints (double the cultivation content)
Dave's direct consultation on program strategy and positioning
Access to proven frameworks from his bestselling book
Why upgrade? If you want the confidence of working with someone who's built hundreds of successful recurring giving programs over 20+ years, this is your path. Dave's expertise can be the difference between a good program and a game-changing one.
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What You Can Expect (Real Revenue Projections)
Lets talk numbers.
We project a 10-15% conversion rate from one-time donors to recurring givers when the program is executed well. Here's what that timeline typically looks like:
Year 1 (FY26): Program Launch & Pilot
Initial testing and soft launch. Projected recurring revenue: ~$12,000
Year 2 (FY27): Full Program Build & Scale
Program is fully built out and scaled across donor segments. Projected recurring revenue: $75,000-$100,000
Year 3 (FY28): Optimized & Sustained Growth
Continued optimization and expansion. Projected recurring revenue: $200,000+
*These projections are estimates based on market analysis and assume successful implementation of engagement strategies.
But here's what really matters: the lifetime value of a monthly donor is 3-5x higher than a one-time donor.
This isn't just about hitting revenue goals this year. It's about building a foundation of predictable income that compounds over time.
What We'll Track to Ensure Success
We're not big on vanity metrics. Here's what we actually measure:
Donor Conversion Rate
% of one-time donors converting to monthly giving
Monthly Recurring Revenue (MRR) Growth
Total new recurring dollars secured
Retention Rate
% of monthly donors still giving after 6 and 12 months
Engagement Scoring
Opens, clicks, and event participation
Net Promoter Score (NPS)
Overall donor satisfaction
Net New Monthly Donors
Total growth in your monthly donor base
You'll get regular reporting on all of this so you can see exactly how the program is performing.
Ready to build a recurring giving
program that actually works
You've put this off long enough.
You know what monthly giving can do for your organization. You've seen the stats. You've watched other nonprofits build sustainable revenue streams while you're still riding the year-end roller coaster.
The question isn't should you build a recurring giving program.
The question is: Are you ready to do it right?
If the answer is yes, let's talk.
Schedule Your Strategy Call
On this call we'll
- Review your current donor data and giving patterns
- Discuss what's working (and what's not) in your current approach
- Map out what a custom recurring giving program could look like for your organization
- Determine if this partnership is the right fit
No pressure. No hard sell. Just an honest conversation about whether we can help you build something meaningful.
Frequently Asked Questions
8 months from kickoff to full launch. The soft launch happens around month 6, with full optimization complete by month 8.
We recommend at least 1,000 total donors in your database. This gives us enough volume to segment, test, and see meaningful conversion rates.
Perfect! That means you have data we can analyze. Most of our clients have some monthly donors—they just don't have a strategic program around retention and growth. We'll audit what you have and build from there.
You can try, but here's what we see: most internal teams don't have the time, resources, or donor research expertise to build this well. Plus, your donors won't be as honest with you as they are with us. That outside perspective is critical.
The Premium Package includes Dave Raley's direct involvement in your program design and research phase, plus double the donor touchpoints (52 vs. 26). If you want the highest level of expertise and content, go Premium.
You'll need an email marketing platform (we work with Emma and others), a CRM or donor database, and a donation platform that supports recurring gifts. We can work with what you have or recommend solutions.
You'll have a fully operational recurring giving program with all assets, journeys, and strategies in place. Many clients choose to continue working with us on optimization, acquisition campaigns, or other projects—but you'll own everything we build.
Still have questions?
Contact Us