370: How to Stop Losing Half of Your Recurring Donors (Dave Raley)

Episode Summary

If your organization celebrates a 42% recurring donor retention rate (the national average), you may be focusing on the wrong number - because the real story is the 58% you’re losing every year. In this follow-up to Episode #301, Patton welcomes back Dave Raley, Founder and CEO of The Center for Sustainable Giving in Poulsbo, Washington, for a deeper dive into sustainable giving. Dave unpacks the two distinct faces of donor churn - involuntary (failed credit cards) and voluntary (donors who choose to leave) - and explains why treating them the same way is one of the most expensive mistakes a nonprofit can make. He introduces a practical three-part retention model - Affirm, Engage, Appeal - and makes the case that the middle step is where most organizations quietly lose the relationship. He also shares the data behind upgrade campaigns, including what a 25% average gift lift looks like in practice and when in the donor lifecycle to run one. Whether your organization is flying blind on churn or ready to move from knowing to doing, this episode delivers clear, immediate steps you can take this quarter.

About Dave

Dave Raley is the Founder and CEO of The Center for Sustainable Giving, based in Poulsbo, Washington, where he helps nonprofit leaders build recurring giving programs that retain donors and grow long-term revenue. With a background spanning nonprofit fundraising strategy, technology, and the subscription economy, Dave has become one of the sector’s leading voices on donor retention, passive churn, and the structural shifts required to move organizations from transactional to relational fundraising. He is also the author of The Wave Report, a research publication tracking trends in sustainable giving, and was previously the founder of Imago Consulting. Dave joined Patton first on Episode #301 and returns here with deeper frameworks and sharper tools for leaders ready to act.

Resources

Connect with Dave on LinkedIn
Learn more about The Center for Sustainable Giving
Subscribe to The Wave Report - Dave’s research publication on trends in sustainable giving
Listen to Dave’s first appearance: Episode #301: The Why Behind Sustainable Giving
The Rise of Sustainable Giving by Dave Raley
Follow Your Path to Nonprofit Leadership - and please leave a review!
Learn more about the leadership resources at Armstrong McGuire: ArmstrongMcGuire.com