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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.

The Habit of Asking: Shifting to a Recurring-First Mindset with Dana Snyder

What if we told you the nonprofit sector is leaving $9 billion on the table each year? That’s the bold, data-backed challenge we recap and explore in this week’s powerful episode of Missions to Movements, based on one of the first sessions of the 2025 Monthly Giving Summit.

The Untapped Power of Recurring Giving

Only 3% of charitable donations in the U.S. currently come from recurring gifts. But here’s the game-changing insight: moving that number to just 5% could unlock an additional $9 billion annually for nonprofits.

Let that sink in.

That’s not a one-time bump—it’s sustainable revenue, year after year. And it doesn’t happen by accident. It happens when nonprofits stop treating recurring giving like an afterthought, and instead make it the main event.

From Passive to Proactive: A New Asking Mindset

I challenge nonprofit leaders with this essential question: Do you have the habit of asking for recurring gifts?

It’s a mindset shift. If donors are to build the habit of giving monthly, we first have to build the habit of asking monthly. That means leading with recurring giving on your website, in your emails, on social, and in every donor conversation.

Too often, monthly giving is hidden behind a checkbox. What would happen if instead, it became the headline?

Real Stories, Real Results

In this episode, I share how personal storytelling and authenticity can create a powerful “moat” around your mission, setting you apart in a sea of nonprofits.

Take Dressember, for example. What started as a creative campaign using dresses and ties to raise awareness around human trafficking is now a movement, and a successful recurring giving program that I personally support.

I also spotlights other causes she’s part of as a monthly donor, from The Hope Booth to ACLU, underscoring how values-aligned storytelling and clear recurring asks made all the difference.

Want to Grow Your Program? Start Here.

To create a culture of recurring giving, look at these two key takeaways:

1. Commit to action today, not someday. Don’t wait for the next big campaign to test recurring-first messaging. Start with your next email or donation page update.

2. Collaboration is key. Join communities (like my Sustainer Slack group with 150+ orgs!) to share strategies, successes, and challenges.

Pro Tip: Review your website and donation experience. Is monthly giving the primary invitation, or a hidden afterthought?

Ready for More?

This episode is just the warm-up. Monthly Giving Awareness Week is coming next, with daily content drops, strategy insights, and a celebration of what’s possible when we lead with sustained generosity.

Visit MonthlyGivingWeek.com to add the event to your calendar and get access to all the content.

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.

Want to see more of the 2025 Monthly Giving Summit? Click here for the YouTube Playlist of all the sessions.

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.

Check out Episode 142 to hear Blythe Hill from Dressember unpack their merger and acquisition journey with IJM.

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.