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Inside The Hunger Project’s Monthly Giving Rebrand: 65% Growth + 20 Years of Investor Loyalty

What if your monthly giving program sparked 65% growth in new recurring gifts and nurtured loyalty so strong that half of your supporters had been with you for more than two decades? That’s not a dream scenario, it’s the reality at The Hunger Project.

Winners of The Monthlies award for their reimagined monthly giving program, The Core, The Hunger Project proves that when you treat monthly donors as more than revenue streams, you can create a community of belonging, multi-generational commitment, and sustainable impact.

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From “Financial Family” to The Core

The Hunger Project’s monthly donors were once known as the “financial family.” While the name carried meaning, it didn’t fully capture the emotional connection or long-term vision of the movement. For some, it even felt transactional.

Through a nine-month rebranding process with workshops, focus groups, and stakeholder input, the organization sought to honor legacy while inviting a new generation into the movement.

Words like heartbeat, foundation, and lifeblood surfaced again and again, leading to a name that positioned monthly supporters as the center of the work: The Core.

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Why They Call Supporters “Investors”

One of the most distinctive choices at The Hunger Project is the intentional use of the word investor rather than donor.

“Our supporters are invested not just financially, but emotionally,” shared Ashley Schenk, Director of Culture and People Development. “They want to see transformation and be part of the story.”

This language shift reinforces belonging, recognizes value, and underscores that monthly giving is about co-creating change, not just making a gift.

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The Results: Growth and Loyalty

Since launching The Core, The Hunger Project has seen powerful results:

• 65% increase in new recurring gifts.

• 5% decrease in cancellations.

• More than 1,000 active members, with over half giving monthly for 20+ years.

In a sector where the average monthly donor stays engaged for about eight years, The Hunger Project’s ability to sustain loyalty for decades stands out.

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Engagement That Sustains

Andrea Arkow, Manager of Stewardship and Engagement, leads the day-to-day strategy for The Core. She emphasized that success doesn’t come from a single touchpoint but from a well-designed investor journey that blends acquisition and retention.

Key elements include:

• Quarterly newsletters with partner stories, impact data, and organizational updates.

• Anniversary emails to celebrate giving milestones.

• A four-part welcome series anchored by a video from the CEO.

• Core community calls, giving members access to leadership and peer connection.

• Updated monthly receipts with impact stories for those who might not follow email.

These strategies ensure that every member, from long-time givers writing checks to new supporters donating via QR code, feels valued and connected.

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A Willingness to Test and Evolve

A defining feature of The Hunger Project is its willingness to pilot new ideas. Both Andrea and Ashley described a culture where innovation and risk-taking are not only allowed but encouraged.

By consistently asking, “What’s missing that, if provided, would create breakthroughs in belonging?” the team keeps The Core dynamic and responsive. This adaptability is key to attracting younger generations while honoring the legacy of longtime supporters.

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Lessons for Any Nonprofit

What can your organization learn from The Hunger Project’s success?

1. Lead with vision, not tactics. Slow down to define what you want your monthly community to feel like and the role they play in your mission.

2. Treat names as vessels. A program’s name only carries meaning if you consistently pour purpose, identity, and values into it.

3. Build a complete journey. Retention comes from layering meaningful touchpoints, not one-off messages.

4. Stay nimble. Test, refine, and embrace change to remain relevant to new generations.

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Building Your Own “Core”

The Hunger Project’s story is a masterclass in how to balance tradition and innovation. By rebranding their monthly giving community, elevating investor language, and designing a thoughtful engagement journey, they’ve built a program that fuels their mission to end hunger while cultivating lifelong relationships.

Whether you’re a small nonprofit or a global organization, the lesson is clear: monthly giving is about more than funding, it’s about belonging.

Resources & Links

This show is brought to you by iDonate. Your donation page is leaking donors, and iDonate’s new pop-up donation form is here to fix that. See it in action. Launch the interactive demo here and experience how a well-timed form captures donors in the moment they care most.

Learn more about The Hunger Project on their website, Facebook, or Instagram, and check out The Core to explore their monthly giving program.

Connect with Andrea on LinkedIn.

Connect with Ashley on LinkedIn.

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.