From 0 to 2,000 Monthly Donors in 5 Years: Grassroots Fundraising that Works with Katherine Lacefield
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This podcast is brought to you by LinkedIn for Nonprofits. We’re so grateful for their partnership. Explore their incredible suite of resources and discounts for nonprofit teams here.
From 0 to 2,000 Monthly Donors in 5 Years: Grassroots Fundraising that Works with Katherine Lacefield
You don’t need a million-dollar ad budget to build a thriving monthly giving program. In fact, you don’t even need an agency. Just ask Katherine Lacefield.
When she joined a small animal rights organization in Canada, their monthly giving program consisted of 50 donors in a spreadsheet. There was no CRM, no email nurturing, no donor journey—nothing.
Fast forward five years, and that same organization had cultivated 2,000 active monthly donors, generating reliable, recurring revenue that powered long-term advocacy. How’d they do it?
They hit the streets.
Face-to-Face Fundraising—Old School, Still Gold
Before you dismiss canvassing as outdated or too labor-intensive, Katherine wants you to reconsider. Her team didn’t rely on digital acquisition funnels or polished branding—they relied on people. Real, enthusiastic, deeply committed people.
She trained a scrappy crew of fundraisers who braved Canadian winters to strike up conversations with strangers, often over shared love for pets. Humor and creativity were baked into every interaction. (At one point, they even wore silly hats as a donor incentive game!)
And yes, people actually signed up for monthly donations—on the spot.
What Made This Work? Messaging.
At the heart of this grassroots success story was the messaging. Katherine didn’t ask for “support”—she asked for commitment. She framed monthly giving as a political act. Something that gives an advocacy organization real power when sitting across from policymakers.
She distilled it all into what she calls the Three Ps of Monthly Giving:
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Proactive – Move beyond passive support and take meaningful action.
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Project-Based – Fuel long-term, impactful campaigns that can’t be funded overnight.
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Political Power – Show that your movement has backing—and influence.
Monthly donors weren’t just helping animals. They were members of a movement, giving their voices along with their dollars.
From the Sidewalk to the Phone Line
As the program grew, Katherine shifted strategy—less street fundraising, more phone calls. Why? Because every person who once signed a petition or gave a one-time gift was a potential recurring donor.
But this wasn’t boiler-room style telemarketing. It was deeply human. Conversations started with a “thank you,” moved into storytelling, and ended with an invitation—not a push—for the donor to become part of something bigger.
There was even a guy named Roger whose wife “forced him to sign a petition.” Three phone calls later, he was a monthly donor. Why? Because someone took the time to talk to him—really talk to him—about what he valued and how he wanted to make a difference.
It Wasn’t Fancy—But It Was Powerful
None of this was slick. It wasn’t shiny. It wasn’t scalable in the tech-startup sense. But it worked.
And it proves something we often forget in nonprofit fundraising: People give to people.
Not pixels. Not campaigns. Not algorithms.
Rethinking Fundraising: It’s Not About the Ask
Katherine has a powerful mindset shift that every fundraiser needs to hear:
“Fundraising is not about asking for money. It’s about giving people the opportunity to invest in the future they want to see.”
When you start treating monthly giving as a way to empower your community—not just pay your staff—everything changes. Your tone shifts. Your confidence grows. And yes, donors respond.
Feeling Burnt Out? Do This First.
Many nonprofit leaders today are feeling the weight of shrinking budgets and emotionally exhausting work. Katherine’s advice?
Have fun again.
She brought playfulness to her team—celebrating wins, gamifying canvassing, making fundraising feel less like a grind and more like a mission. That culture of joy fueled the momentum that made 2,000 monthly donors possible.
You Don’t Need More Money. You Need More Mission.
Grassroots fundraising isn’t dead. It’s just being reimagined. Katherine’s story is a reminder that, with the right message, a scrappy team, and a lot of heart, you can build a sustainable giving program from scratch.
And you don’t need a fancy platform to do it.
Resources & Links
This show is presented by LinkedIn for Nonprofits. We’re so grateful for their partnership. Explore their incredible suite of resources and discounts for nonprofit teams here, including up to 50% off LinkedIn hiring tools.
Connect with Katherine on LinkedIn and learn more about her consultancy, Just Be Cause. Katherine also has a podcast that explores the causes that shape our world.
Are you still dreaming about building your monthly giving program or refreshing your current one? Applications are now open for my “done with you” Monthly Giving Mastermind. Limited spots are left and we start in July. Click here to apply.
My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.
Join The Sustainers, my Slack community for nonprofit professionals growing and scaling a recurring giving program.
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