From Growth to Scale: What Separates Programs That Soar from Programs That Stall

Written By Dave Raley

What does it actually take to move a program from growth to scale and keep donors coming back for more?

This week, Dave sits down with Dana Bunke, Senior Vice President of Direct Response and Integrated Fundraising at Easterseals — and honestly, what a ride her career has been. Air Force veteran, entrepreneur (yes, she co-founded a coffee company!), and a nonprofit powerhouse who's built and scaled recurring giving programs at Wounded Warrior Project, St. Jude, and now a 107-year-old organization that's reintroducing itself to the world.

Dana brings the goods on what it really looks like to build a sustainable giving engine from the ground up: the wins, the "we're still figuring it out" moments, and the mindset shifts that turn monthly giving from a line item into a growth strategy. If you've ever wondered how a legacy organization honors its past while completely reimagining its funding model, this one's for you.

Key Topics They Cover:

  1. Dana's wonderfully winding path

    From the Air Force to Wounded Warrior Project (back when everyone wore a lot of hats) to the "bells and whistles" world of St. Jude, and how each stop shaped her love of building things that last.

  2. Easterseals' enduring mission, evolving model

    107 years strong, 70 affiliates across 48 states, and why an over-reliance on direct mail sparked a 2018–2019 decision to diversify revenue and go all-in on recurring giving.

  3. Fundraising in a federated model

    Rev shares, "if you've met one Easterseals, you've met one Easterseals," and how the national office ditched one-size-fits-all for toolkits, amplification, and local surround sound. (Spoiler: there's no lone genius.)

  4. Building the acquisition engine

    The journey from face-to-face (2021) to DRTV (2023) to digital and text, plus how each channel plays its part and why DRTV is a brand-builder as much as a donor-getter.

  5. Sustainable giving as a strategy, not a tactic

    Why Easterseals named its All Access Monthly Giving Program, what "bingeworthy" really means, and the behavior change that happens when a donor commits.

Also in this episode, they talk about:

  • Why "monthly is a construct, not a requirement" — and how sustained frequency beats a rigid calendar.

  • Tailoring onboarding and engagement to the acquisition channel instead of standardizing across the board.

  • Measuring DRTV's halo effect (those website spikes don't lie) when attribution is still nobody's solved problem.

  • How face-to-face clawbacks help guarantee it's a smart investment.

  • The one-word secret to programs that scale instead of plateau: commitment, commitment, commitment.

So here's our question for you: is your organization giving donors a real reason to stay — or just asking for the next gift? Drop your thoughts in the comments; we'd love to hear how you're thinking about recurring giving at your shop.

Key Resources:

Special thanks to our team at Sustainable Giving: Tom, Kirsten, Victoria, and Abigail.

Dave Raley
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