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How Houston Food Bank Grew 5,200 Monthly Donors – The Importance of a Sustainer Role

Building a successful monthly giving program isn’t about overnight wins, it’s about consistency, connection, and community. Just ask Ashlyn Jones, the powerhouse behind the Houston Food Bank’s Faithful Friends program, which now boasts over 5,200 recurring donors.

In this post, we’re diving into the real strategies and honest lessons from Ashlyn’s journey, which are perfect for nonprofit professionals looking to grow their own sustainer community with purpose and heart.

From Steady Start to Sustainer Surge

The Faithful Friends program didn’t emerge from a viral campaign or flashy launch. Its roots go back more than a decade, when Houston Food Bank made a smart move: they added monthly giving as an option on every donation form.

That seemingly small decision laid the foundation for future growth. But the real momentum came during moments of crisis, Hurricane Harvey and COVID-19, when donors weren’t just giving once. They wanted to make a long-term difference.

So how did the team turn that spike into sustainable growth?

Monthly Giving Strategy That Works

Ashlyn outlines a multi-layered approach:

• Always-on digital ads (inspired by Charity: Water) that consistently bring in new monthly donors.

• Campaigns during “Sustainer Month” and telefunding pushes that create high-energy acquisition moments.

• Personalized donor stewardship- think handwritten notes, heartfelt phone calls, and real-time updates.

• Year-round impact storytelling to retain and re-engage supporters.

And it’s working. They’ve reduced involuntary churn by over 50% and regularly see donors increase their monthly gifts after reading a single story.

The Story That Moved Donors to Give More

Ashlyn recalls one powerful moment: a mother who left her job to homeschool her children after her son was diagnosed with autism. She never expected to need help, but the food bank was there.

After hearing the story, people responded asking to increase their gifts.

Why? Because it was human, specific, and honoring. Not just a statistic, but a story that connected.

How Storytelling Fuels Retention

Storytelling isn’t just a campaign tool, it’s part of the retention strategy. Every month, Faithful Friends receive two updates: one from Ashlyn’s team and one from their agency partner. These aren’t generic blasts, they’re meaningful, story-driven updates that remind donors why their gift matters.

And now? They’re adding text messaging and exploring video. The community will strengthen with every human-centered story.

Stewardship That Makes Donors Feel Seen

Here’s what stewardship looks like in real life: Ashlyn calls donors personally when their gifts stop due to card issues. She sends handwritten notes. She shares stories with emotional depth and dignity.

It’s not being done in an effort to be flashy. These are real people and real stories, and it’s important to show donors the tangible difference they make with their donations.

Balancing Homeschooling & Fundraising? Yes, Really.

Ashlyn is also homeschooling four kids. How does she manage?

She’s found rhythms with her family and her team and has learned that boundaries and progress matter more than perfection. It’s all about intentionality, support and grace. Lead with purpose and allow yourself to rest when needed.

Starting Your Own Monthly Giving Program? Start Here.

Ashlyn’s advice for nonprofits just getting started with monthly giving?

• Start simple and be consistent. If you have recurring giving on your form, you’re ahead.

• Treat monthly donors differently. Personalize your outreach.

• Watch for failed gifts and re-engage with empathy.

• Tell stories that honor your community and spotlight real impact.

Monthly giving isn’t just a tactic. It’s a relationship. A movement. A way to invite your community into ongoing impact.

As Ashlyn proves, when you show up consistently with care, celebrate your donors, and tell meaningful stories—they stay. And they give more.

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.

Monthly Giving Awareness Week is May 12-16! Join me, RKD Group, and GivingTuesday for 5 days of FREE resources to help you launch and grow recurring gifts.

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. 4 spots are open and we start in July. Click here to apply.

Connect with Ashlyn on LinkedIn and learn more about the Houston Food Bank on their website.

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.

Want to make Missions to Movements even better? Take a screenshot of this episode and share it on Instagram. Be sure to tag @positivequation so I can connect with you.