← The Fundraising Masterminds Podcast
The Fundraising Masterminds Podcast
113. The Netflix Model of Fundraising: Turning One-Time Donors into Lifelong Partners
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- [00:00]
A
You're listening to the number one podcast for nonprofit leaders getting your nonprofit fully funded. This is the Fundraising Masterminds podcast.
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B
I've got 75 to 80% of those individuals that helped us from day one. Those people are still with us and they're still giving monthly. And it boggles my mind, Jason, when I think that there's some individuals that, that have never missed a month in 40 plus years.
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A
Well, hey there. Welcome back to another episode here at the Fundraising Masterminds Podcast. My name is Jason Galasinski and with me, my co host, Jim Dempsey.
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B
Hi, Jason.
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A
Well, Jim, happy New Year.
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B
Happy New year.
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A
Believe it's 2026 already, man.
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B
Time just seems to fly by. It's incredible. Man, oh man.
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A
Well, I hope you got some rest over Christmas break and got to spend some time with your family.
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B
It was nice. It was nice. Got some time. Our daughters. So that's always really special.
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A
Well, today's episode is called the Netflix model of fundraising, turning one time donors into lifelong partners.
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B
Okay, Jason, you piqued my interest. The Netflix approach, huh?
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A
Yeah, it sounds like really modern and cool, doesn't it? We go back to the days of the dinosaurs when, you know, remember, remember those days of Blockbuster?
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B
You know, I remember them well, Jason. Walking into those stores and just lined up on the walls would be V VHS videos. And you would have to hunt and try and find the video you wanted, pull it off, you'd bring the case to the person at the counter, they would go to the back, put the, the VHS in there, give it to you, and you'd have to make sure that you not only watched it, you'd have to rewind it because if you didn't rewind it, you'd get charged an extra fee. And then you'd bring it back and you'd need to make sure it wasn't late because if you turned it in late, you get an extra fee. So the joys of that. Hard to believe the Blockbuster only lasted a short time relatively. With that tremendous.
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A
What would happen if your VHS like ate the tape?
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B
Oh, yeah, you might as well forget it. Yeah, just, you know, don't just go out and buy yourself a new one.
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A
I just remember, I remember those days of like, you know, you watch your favorite show or whatever, your movie, and then you pull the tape out and it's like this big string comes out with, you know.
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B
Exactly. And if something cut, you try to repair it with tape or whatever and it just didn't do. And then we flipped over to DVDs and then it was the flat cases. And then, of course, they put the. Those in there, and we'd start all over again.
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A
Thing that I remember about DVDs is they would always scratch, right? And then there's. You know, you rent a movie and then halfway through, it starts.
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B
Right? Absolutely. Yeah. Yeah. But, boy, it was like Blockbuster was. There, was the hottest thing, and then all of a sudden, it was gone. I remember being at a wrestling tournament, and I remember a mom said, yeah, we're using this thing called Netflix. And what you do is you. You order and they mail these videos to you, and then you just mail it back to them. And I thought, now, that's an interesting concept. I don't walk into my store anymore. People mail these things to me. But then I learned that you could do this by paying a subscription fee. And that kind of revolutionized some things. The beauty was that you did. You could keep it as long as you wanted to. Once you mailed it back, then you just got charged for the time you had it. But then, you know, good thing was that you didn't have to get out into your car in the middle of the night and in the golden.
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A
Yeah. Get just the whole idea of, like, getting in your car and leaving your house and having to return something to a physical store that was just such a. I. I just remember, like, my wife panicking, you know, like, you'd have. You'd have the movie sitting on, you know, the kitchen counter for a day or so, and then she'd be like, oh, no, we forgot to return the movie, you know.
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B
Right.
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A
Get charged $10 for something that should have been a buck or something.
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B
Y. Well, I remember walking down the aisles, though, just find a video that was any good, you know, and it just. You're just like, you know, the Mary Poppins way of doing things or whatever. The video was there, and I'm like, you know, isn't there something new, Something good out there? And of course, the joy that you would have when you'd find a new. New release or something like that. That was actually. You wanted to watch, you grabbed it, and then you'd fight over with somebody.
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A
But it'd be more like, there's not enough. And then.
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B
No, no, that's exactly right. But all that changed with Netflix, and it was that regular subscription. I think between that and things like Amazon, we just started getting used to paying subscription fees. And I think if people looked at how many subscription fees they have, it's a tremendous amount. But it's that regular subscription pattern that really Helped people.
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A
Yeah. And, you know, now you mentioned that they started off by mailing you stuff.
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B
Yes.
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A
But then clearly when the Internet, you know, became more common, then it became, you know, we can just pipe it right in directly, and there's no more mailing, there's no returning, there's no more nothing.
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B
Yep.
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A
And you can, you know, watch a movie trailer before the video starts, so you can, like, actually know what this thing is about, not just reading it.
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B
Yep.
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A
So it's gotten a lot better. But the idea is that you're paying so much a month regularly, and that gives you access to everything. And really, the whole world has kind of moved in this direction. You know, the music industry moved in this direction. The movie industry moved all the apps. You know, it used to be that we would buy apps and install them on our computers.
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B
Right.
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A
And now we just pay subscriptions.
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B
Right.
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A
You know, for Photoshop or whatever. And everything's kind of just moved in this direction. And in a way, it kind of makes sense because, you know, it costs money to run a business, and business has to. They have to make their money somehow.
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B
Well, you're paying for convenience is really what you're doing.
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A
Yeah. And so we wanted to talk about how this is happening in the nonprofit world, too, because there. There is. I think when nonprofits start out, they tend to not have, you know, you don't start out with a monthly donor base.
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B
Yeah, that's right.
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A
Right.
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B
You sporadic.
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A
It's, you know, as you started with friends and family. Sure. You know, you're. You're doing mailings, you meet with donors, and, you know, they write checks. And it takes some time to try to figure out, like, a monthly giving program. But you really want to move towards a monthly giving program as best you can.
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B
Well, I, you know, I mean, there's that feel your first monthly gift comes in. It's like, you know, hey, somebody's gonna give $25 or 50 or even a hundred dollars or more a month. I mean, that's. That's pretty special. That means that you've got their interest, they have a strong desire to help you out, they support you, and there's just so many benefits to having that monthly.
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A
My organization reaching the heart of Zambia, when we first started it in, like, 2016, you know, started with family going over, having mission trips, and we would just raise money based on projects. Right. Or the needs that we saw. And, you know, we raised quite a bit of money, you know, anywhere from 5 to 15, maybe $20,000 at a time for specific things. But then, then when those spec, when there weren't like specific needs, it's like, well, the ministry still needs funds, but it's not like big enough.
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B
Right.
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A
You know, to grant, you know, a $10,000 gift or something. So we started looking into the idea of like getting kids sponsored for school and really creating that monthly program. And that was really something that my daughter, you know, spearheaded because she, her and I were talking about like how can we just sustain this ministry.
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B
Right.
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A
And it's not sustainable to always have to have some big need, you know, because it's a lot of, the ministry isn't some big need, it's just regular.
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B
Yeah.
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A
You know, stuff that's happening.
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B
We still need funds, operating expenses and everything else.
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A
So we started a, a monthly program, you know, for sponsoring kids for school. And it was difficult, you know, for me to get people to join that. And I think, I don't know if it was just my ministry in general because it's in Africa and there's a lot of organizations out there that do sponsorships. So I found that it was, it was harder to get people to give monthly. But then if the people who did kind of buy into that and commit to it, they, they, they've all been giving for like six years.
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B
Well, and especially if you get them connected with an automatic program that's automatic withdrawal from your bank account or something like that. It's, you know, there's something special about people writing a check every month. But it can be consistent and especially it can be inconsistent. And what will happen, especially if you miss one month, by the time you find out that they've missed one or two months, it all of a sudden it be one or two months becomes six months. Because then you call them, you don't always get them on the phone and then they say, oh, I had some problems with my credit card and things got messed up in my bank account. I'll work things out and before long it's six months apart from your giving. But when you've got that automatic withdrawal, that's, that's the way to go.
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A
Yeah. So Jim, let me ask you a question. Would you rather have a thousand dollar check written to you today or would you rather have someone sign up for a $10 a month subscription?
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B
Well that's, well I think we all can tell that's a no brainer. I'd rather have that giving for a lifetime. And as someone who has been in ministry for 40 plus years and has lived from the benefits of monthly giving, I would probably tell you I've got 75 to 80% of those individuals that helped us from day one. Those people are still with us and they're still giving monthly. And it boggles my mind, Jason, when I think that there's some individuals that have never missed a month in 40 plus years that, you know, and let's just do the math on those things. You know, simple. 40 times, you know, times $50 a month, that's a lot of gifts and that certainly is a lot of money. And. Yeah, what a way to go.
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A
So if someone's giving you $50 a month times 12, that's 600.
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B
Yep.
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A
And then over 40 years, that adds up to $24,000. Right?
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B
That's right.
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A
And then you multiply that by maybe 100 people doing that, that brings you to $2.4 million over 40 years, you know.
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B
Wow.
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A
So that's crazy.
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B
That is crazy. Absolutely. But, you know, so I wish I had that sitting in the bank, but of course it's not, but.
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A
Well, those are the benefits of one time.
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B
Yes, that's exactly right.
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A
Someone writing you a 2.4 million dollar check right now.
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B
That's right.
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A
Is going to help in a different way.
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B
Yeah, but that's right.
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A
No, we, we really need those monthly partners. And now that I've, you know, now that I'm, you know, six or seven years into the. Reaching the heart of Zambia ministry.
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B
Right.
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A
You know, I've got my regular monthly. I think we have, we have now about 60 or 70 partners who are giving regularly. It took a long time to build that up, I'll tell you. It took a long time. But, you know, it's that consistency of like encouraging people to give monthly.
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B
Right.
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A
But now, you know, our regular, you know, operational expenses are covered.
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B
Yeah.
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A
You know, and I, every month money goes over there and I don't have to think about it. It does take a lot of burden off of your shoulders.
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B
Yeah.
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A
You know, we still do projects, we still raise money for big things, you know, but that's in addition. That's right. You know, and there's still big checks that come in, but just having that regular monthly amount really helps a lot.
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B
Absolutely. Well, if you think about it, you know, having those single gifts are nice, but they're generally very sporadic. So they go up and down, especially in the summertime, which is some of the hardest times, because people go on vacation, they forget that you need money in the summertime, but those monthly commitments are just steady along the year. And those what, those are what really help you because they're consistent, they're automatic. They just give you that flat income throughout the whole year. And it's, you know, that's what makes that monthly so special.
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A
Well, let's talk a little bit about, you know, how someone could start a monthly giving program. You know, maybe you're a fairly new nonprofit or maybe your monthly giving is a little bit, you know, you, you know, it's there, you know that you want it, but like you haven't really been focused on it a whole lot. One of the things that we do in the Perfect Vision dinner mentorship program, whenever we present opportunities to people, we always present them in a two part fashion.
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B
Right.
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A
We always say, you know, a gift of twelve hundred dollars or a hundred dollars a month, because a hundred dollars a month is 1200. So we always let people know that there's a, you can write a one time gift to achieve this goal or you can give monthly to achieve this goal. And I think that's a key part of, you know, starting to think about monthly is number one, you want to start building the monthly giving option into your rhetoric of, you know, your whenever you do an appeal, whenever you do year end, whenever you are raising funds for anything.
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B
Yeah.
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A
You always want to be pushing both sides, right?
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B
Yeah. Not just the gift now, but a gift over time through the monthly commitment. Yeah. I don't pass up an opportunity to include monthly, monthly on anything you do. If you've got a newsletter, if you've got a direct mail, if you've got email marketing always put a monthly giving option on there for those people who like monthly giving.
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A
Right. Because there's, there's always people that can write a check for let's say, twelve hundred dollars.
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B
Right.
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A
You know, but then there are, there are people who maybe can't write a check for 1200, but they can give a hundred dollars a month.
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B
That's right.
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A
You know, so you're kind of appealing to both sides of the people. They might think, well, I'd like to be able to give this, but I can afford that.
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B
Yep. Yeah. I've always said, you know, people like you and I who are in ministry, we can't sit down and write a thousand dollar check, but we can write a check for a hundred dollars a month and it still makes us very valuable.
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A
Well, Jim, you've been involved in ministry for 40 years. Do you have any great stories to tell us about how you got started with monthly giving?
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B
Well, I don't know how great they are, but I can definitely say that one of my first roles that I had was managing a monthly partner program that CREW started. In fact, it was the first monthly partner program that CREW did in its long history. And our first program was called the Penny Plan. And the idea was that individuals would give one penny for every international staff we had. And at that time, when we started, we had 1500 international staff, so essentially that would be $15 a month. And now, of course, we are well over 10,000 staff internationally. And so it's kind of exciting to have been on that ground floor of that first monthly giving program. But I'll tell you, one of the best programs that was ever created was what we refer to as History's handful. And that unique name and probably is one of the greatest names of any program out there, any pledge program or commitment program out there. History sandfold that individuals give a million dollars a year. They commit a million dollars a year. And the idea that Dr. Bright had was that we would find 1,000 people to give a million dollars a year, to give a billion dollars throughout the their lifetime to crew. So it was a fantastic program that worked extremely well. So those commitment programs do work, and we've seen it work well. And of course, now CREW has got hundreds of monthly commitment programs throughout the organization.
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A
Well, and I'm sure as people are listening to you talk about, like, wow, I would love to just have $1 million gift. Like, that would be amazing. And you're Talking about having 100 people giving a million dollars a year.
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B
Right.
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A
I mean, that's next level for sure.
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B
Right.
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A
But how do you. I mean, you didn't start that way.
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B
No.
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A
Right. So every organization has to start somewhere.
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B
Yeah.
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A
What would you say is like, the number one way to kind of get on that train of working towards that History's handful idea?
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B
Right. Well, let me tell you. Let me start by asking you a question. Do you remember when you were younger and you watched your father barbecue? I don't know about you, but I loved it when my dad would start a little spark in the grill, and then he would pull out this bottle of lighter fluid and put it on the fire, and all of a sudden, whoosh. It would be an accelerant. It would just accelerate that. Well, one of the secrets that we have is the perfect Vision Dinner. The perfect vision dinner model is that accelerant that will just ignite a monthly giving program. I have just seen, and I know you have as well, seen just hundreds of organization start with a fledgling monthly giving program, offer that at the perfect Vision Dinner and watch just take off, go from 5, 10, 15 people giving monthly to, all of a sudden, 100 people giving monthly. And not just at 10, 15, $20 a month, but many at a hundred, 150, $200 more a month. To go from, you know, $1200 a month to $6,000 a month with a dinner. One of the best accelerants that I've ever known.
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A
Well, Jim, one of the most exciting things that I've had is when I do debrief calls with people after their dinner, we analyze their giving the night of. And certainly there are people who give, you know, one time, and that's about 50, 60% of the giving is one time. But the most exciting part is that, you know, 40 to 50% of the giving given is monthly gifts.
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B
Oh, yeah.
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A
And so, you know, when, you know, someone's raising $100,000, that means that they're bringing in somewhere around 40 to $50,000 new money.
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B
Right.
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A
Per month.
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B
Right, right.
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A
And so, you know, that's over a course a year, so you got to divide that by 12. But that's regular income that got added to their balance sheet. And what's really cool about the Perfect Vision Inner model. I know we talk about this a lot, but I mean, if you can't tell, we're excited about Perfect Vision Dinner right now, you know, but it's, you know, our goal is to raise six figures, but our goal is also to get 50 to 60% new people in the room every year.
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B
Right.
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A
So it's an onboarding mechanism to get people into your development system. Now you might be thinking, well, Jason, I don't have a development system. Well, that's our. That's our next program. Right. So we always start with Perfect Vision Inner. Then we move to Winner's Circle. And in the winner's circle, we, you know, we spend three years really honing the. The skill of what to do as an organization month in and month out. You know, how do we actually build the relationships with our partners?
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B
Right.
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A
That's a whole thing we can't get into right now. But the whole point is that every year, the Perfect Vision Inner is onboarding new people into that system. And about half of the people who give at the Perfect Vision Dinner are monthly partners.
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B
Right.
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A
And so every year we've got new people coming in, and every year we've. We're building that sediment layer of monthly partners. So you might do your first Perfect Vision Dinner, and you might walk away with $100,000. And out of that hundred thousand dollars, maybe, conservatively speaking, let's just say 30 to 40,000 of that is monthly gifts.
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B
Right.
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A
Well, that's, you know, a decent starting point. But then the next year you come in and maybe you raise 150 to 200,000, and 40 to 50,000 of that is monthly gifts that gets added to the first 30,000. So now you have 70 or $80,000 of monthly gifts coming in. That sediment layer just got bigger. Well, we're only on year two. Yeah. Imagine doing that year three, year four, year five, year six. So after five or six or seven years of doing this, your sediment layer is going to become fairly large.
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B
Absolutely.
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A
Probably will get to the point where you have hundreds of thousands of dollars coming in monthly, you know, and you still have the perfect Vision Dinner infusing life into that, you know, and so we've seen this happen countless times. I mean, there is an organization that you worked with in Des Moines, Iowa, that, you know, started fairly small, and now, you know, seven, eight years later, they're raising $800,000 at a vision Dinner. But they didn't start that way. No, you know, they. They started, you know, with a hundred thousand dollars and grew from there. Absolutely. So it's just. That's the most exciting thing about the perfect Vision Enter is that it really is. When we. When we talk about this is the number one tool to build your nonprofit to grow. We're not. It's not just a marketing thing. Like, we really. We really have seen this time and time again work for people all across the country. You know, sometimes when I get on calls with people, they say, well, I understand that it works in Nashville and I understand it works in Pittsburgh, and, you know, but it doesn't work here. I mean, certainly we're different.
- [22:26]
B
Little town, Arkansas.
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A
Yeah. Well, you know, I. I think one of the smallest dinners that we ever trained in 2025 last year was a town of 4,000 people. It's a fairly small town.
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B
Yeah.
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A
That when they did their Vision Dinner, they only had one venue in the whole town to choose from. You know, usually we have lots of venues to choose from. This wasn't a hotel. This wasn't a. You know, it was just. There was only one place that had a room big enough.
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B
Yeah.
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A
And they just went with that. They had to. They invited people from all kinds of rural communities, people coming in from different counties and stuff. But you know how much they raised. No, you know, they did it over two nights because they. They had to split it up because the room wasn't big enough. Yeah, but they followed our model. They got the right. They got the right people there. They did the program the way they should. You know, they followed, you know, the formula the best that they could. Yeah. They raised over $350,000 on their first perfect vision.
- [23:26]
B
Wow.
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A
And their goal was like a hundred.
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B
Right.
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A
So they raised like three times. Yeah. Now, this doesn't always happen, but it kind of proved the point. And I show people this now, but I'm like, this is a small town.
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B
Yeah.
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A
You know, and even when I was talking to them afterwards, they said, you know, if. If it wouldn't have worked, it wouldn't have worked for us.
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B
Right.
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A
Because there's no way that this should have worked.
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B
Right.
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A
You know, for us, you know?
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B
Yeah.
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A
Because we had everything going against us. But, yeah, it did work. And they said our little organization in our little town kind of created.
- [24:00]
B
Yeah.
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A
So.
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B
Well, Jason, you might think with my many years of development experience, that I would have been doing monthly programs since the very beginning, but actually that's not the case. We just talked about giving tonight and making commitments over time, but we considered giving monthly, but it wasn't until we stumbled on the secret to getting monthly giving. And I won't reveal that on this podcast because our course really goes into that in depth. But when we just really stumbled upon. I would love to say I was brilliant and smart enough to come up with the secret to getting monthly gifts. But it wasn't until we stumbled upon the secret that really, really turned around our monthly giving efforts. And to go from a handful of monthly commitments to a hundred plus monthly commitments at a dinner just has been a game changer, that's for sure.
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A
And I mean, you started that in 2002, 2003, and here we are 25 years later, and it's still working.
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B
Working. That's right.
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A
You know, and we still see it consistently working. So I think it's because, you know, a lot of what we do in the perfect vision that are is based on, like, timeless principles.
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B
Right.
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A
Might have been writing monthly checks. You know, we didn't have the Internet back then.
- [25:31]
B
Right.
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A
But now, you know, the way that we process monthly giving, we have these platforms and so it's a lot easier. But the idea, right, of, you know, giving monthly is still the same, you know, so a lot of the perfect vision that are stuff, you know, was created and thought through in like the 70s and 80s and really, you know, battle testing a lot of these concepts, but they were. They were more principle. Principle based. There's obviously a lot has changed since the 70s and 80s, but the principles are still the same.
- [26:02]
B
Yeah.
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A
And people are still. People need. You know, there's still the needs versus opportunities. And all that stuff is principle based. And so, you know, the way that things are presented, you know, we didn't have, you know, PowerPoint presentations in the 80s, you know, we had slides and slide projectors with actual slides, you know, and so, you know, obviously the technology has changed, but the ideas were the same.
- [26:28]
B
Well, you know, Jason, I kind of liken our Perfect Vision Dinner strategy to originating as a lump of coal. But, you know, with enough pressure and enough polishing, a lump of coal becomes a fine diamond. And that really has been the process starting 40 plus years ago. We have just pressure and just polishing has become a fine diamond. And that's what the Perfect Vision Dinner epitomizes.
- [27:01]
A
Well, I know we've been talking a lot about the Perfect Vision Dinner on this episode, and if you've been listening to this podcast for a while, you probably have heard about it. It really is one of the best ways to take your monthly giving program to the next level. So a lot of you may not realize, but we teach the Perfect Vision in our cohort twice a year. We're actually in the middle of teaching a cohort right now, started in October of last year, and we're just kind of halfway through right now.
- [27:27]
B
It's for the spring dinner.
- [27:29]
A
For the spring dinner. For the spring dinner coming up. You know, our ideal window to do dinners in in the spring is like March 15th to May 15th. And so that's where, you know, we're working towards that window. But then we have another cohort that starts in the first week of May coming up this year. And that's going to be working towards our fall season, which the ideal window for that is September 15th to November 15th. And so if you're interested in checking out the Perfect Vision Inner, this is actually a great time to book a call with us because if any of our team members do a call before we open enrollment, we always offer them an early bird enrollment special. I'm not going to tell you what that is, but I'll tell you that there are some benefits to signing up early and locking in your spot before enrollment opens. If you want to check that out, there's a QR code on the screen or you can click the link in the comment section or in the description of this episode. And that'll take you to a place place for you to book a call with one of our team members and they'll be able to explain to you what that early bird registration looks like, but definitely get yourself signed up early because we do kind of pack out our programs pretty fast. There's only, you know, a limited amount of space. This is something where Jim and I, you know, we work personally with you and help guide you through this process. And so we've designed it that way on purpose. We probably will always keep it that way because it takes, you know, the touch of the master, so to speak, to get you to the place where you can get the results that we're pulling out. So. So it's a great program, and I would highly encourage you guys to look into it. Well, Jim, any final thoughts that you have about starting a monthly giving program for nonprofits?
- [29:13]
B
Well, you know, my advice is to start now, Jason, if it takes. Takes months, years to build a strong, solid monthly giving program. But you have to start. You have to start somewhere. And you have to start. There's no better time to start a monthly giving program than today.
- [29:32]
A
So January 2026.
- [29:34]
B
January 2026.
- [29:36]
A
Let's do it.
- [29:36]
B
Start today. And you'd be surprised by the time, if you work it and do things right, by the end of 2026. 26, you may see a real solid commitment to the monthly giving program.
- [29:49]
A
Yeah. Imagine being at where you're at now and by literally by the end of the year, you could have over a hundred thousand dollars in the bank with a serious monthly giving program.
- [29:59]
B
Exactly.
- [30:00]
A
Moving.
- [30:01]
B
Right.
- [30:01]
A
Just because you signed up for the May program. Yeah. You got trained over the summer, you did your vision dinner in the fall, and you're going into 2027 with a complete, completely different trajectory.
- [30:11]
B
Yeah. And. And remember that monthly giving is for those tough areas to raise money for your operations costs and undesignated money. That's the beauty of a monthly giving program.
- [30:23]
A
Well, I hope you enjoyed this episode of the Fundraising Masterminds podcast. If you've already got a monthly giving program started and you rely heavily on that or you have some ideas of how to get that started, let us know in the comments section. We would to love to hear from you. And also if you're new to this podcast, definitely subscribe because we've got lots of great content coming out in 2026 that you're not going to want to miss. So hit that subscribe button like this episode, if. If you found it to be helpful. And again, happy New year. Welcome to 2026, and we'll see you in the next episode.
- [30:57]
B
Take care.