Why Monthly Donors Matter More Than Ever: Lessons from 40 Years of Fundraising
What if the key to long-term impact isn’t raising more money, but building giving that actually lasts? Is monthly giving still being treated like a side tactic when it should be core strategy?
What if the key to long-term impact isn’t raising more money, but building giving that actually lasts? Is monthly giving still being treated like a side tactic when it should be core strategy?
In this episode of the Sustainable Giving podcast, host Dave Raley welcomes fundraising pioneer Harvey McKinnon, one of the earliest and most influential voices in the recurring giving movement. With more than 40 years of experience, and decades of data to back it up, Harvey brings clarity, candor, and perspective to a conversation many nonprofits urgently need to revisit.
Together, Dave and Harvey explore how monthly giving became foundational to sustainable philanthropy, why so many organizations still hesitate to fully invest in it, and what leaders can do, whether they’re just getting started or ready to scale. From emergency response moments to lifelong donor relationships, this conversation is both practical and deeply human.
Key Topics They Cover:
Why Monthly Giving Is Foundational to Sustainable Philanthropy
Harvey shares what led him to write How to Create Lifelong Donors Through Monthly Giving and the moment he realized recurring giving wasn’t just a tactic, but essential infrastructure.
The Compounding Power of Lifelong Donors
Why monthly donors consistently give more per year, stay longer, and upgrade more often, and how those effects multiply over time.
Scaling vs. Starting: Two Very Different Journeys
Clear guidance for leaders looking to scale an existing recurring program, alongside simple, high-leverage starting moves for organizations at ground zero.
Persistent Myths That Hold Monthly Giving Back
From short-term thinking to internal silos, Harvey names the misconceptions that keep organizations from investing wisely in recurring revenue.
Recurring Giving Across Borders: Canada, the U.S., and Europe
What geography and culture reveal about donor behavior, and what North American nonprofits can learn from global approaches.
They Also Talk About:
Turning emergency response into long-term donor relationships
Why investment mindset matters more than tactics
How leadership incentives can unintentionally block progress
The importance of ease, urgency, and perceived impact
Why monthly donors are your strongest legacy giving prospects
What would change if your organization treated monthly giving as essential, not optional?
Watch or Listen:
Watch this episode now by clicking the video above, or by visiting Apple Podcasts or Spotify.
Key Resources:
Visit Harvey's Website
Connect with Harvey on LinkedIn
Get Dave’s book, The Rise of Sustainable Giving
Connect with Dave on LinkedIn
Special thanks to our team at Sustainable Giving: Abigail, Tom, Kirsten, and Victoria.
