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Sustaining Pride: How The Trevor Project Attracts Lifelong Allies with Kate Anderson

Looking to grow your nonprofit’s monthly giving program and boost donor retention? In honor of Pride Month, this episode of Missions to Movements offers a masterclass in turning recurring donors into loyal community advocates.

Dana Snyder sat down with Kate Anderson of The Trevor Project, the leading LGBTQ+ youth crisis intervention nonprofit, who shares the exact strategies that led to:

• A doubling in monthly donor acquisition

• 40–50% email open rates

• An impressive 88% donor retention rate

Building a Community of Sustainers, Not Just Donors

The Trevor Project’s recurring giving program, known as the Luminaries, is more than a fundraising vehicle—it’s a community. When Kate took on the role, she noticed sustainers were treated like any other donor segment, receiving every generic ask and update.

By personalizing communication and reducing noise, retention rates climbed to 88%, and donors became stronger advocates for the mission. “Recurring giving isn’t just a revenue stream. It’s a relationship,” said Kate.

Small Tweaks = Big Results: Doubling Monthly Donor Acquisition

One of the most powerful examples from the episode is a simple change to the donation form: adding the line, “Monthly giving powers our work.”

That single tweak more than doubled the number of monthly donors, proving that clarity and consistency in messaging can drive conversion, without expensive campaigns.

High-Retention Onboarding and Engagement That Works

The Trevor Project’s onboarding journey includes:

• A personalized welcome email from Kate

• A message from the CEO

• Targeted messaging for Pride Month and beyond

• An interactive Pride kickoff webinar just for recurring donors

This thoughtful approach makes sustainers feel seen, connected, and valued—reducing churn and turning first-time donors into lifelong supporters.

Data-Driven Nonprofit Storytelling that Cuts Through the Noise

Kate also shares how The Trevor Project’s digital storytelling strategy is rooted in authenticity and urgency. Every post, video, and campaign is designed to save lives, speak truth, and connect LGBTQ+ youth to a network of support. In a digital world full of noise, it’s important to cut through with purpose. This mission-first messaging drives engagement and builds a movement—not just a brand.

Recurring Giving Strategy Tips from The Trevor Project

Actionable takeaways that have had a huge impact for The Trevor Project:

• Treat your recurring donors as a distinct community—not just a segment in your CRM.

• Invest in personalized onboarding and dedicated touchpoints.

• Don’t overcomplicate your messaging—a single, well-placed line can dramatically boost conversions.

• View your monthly giving program as a movement of advocates, not just a revenue stream.

• Keep testing. What works for one campaign might surprise you in another.

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.

Connect with Kate Anderson on LinkedIn and learn more about The Trevor Project on their website, as well as their Pride campaign.

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.

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.