A Bright Tomorrow
When Jesus commanded his followers to “seek first his kingdom and his righteousness” in Matt. 6:33, promising that “all these things will be given to you as well,” he immediately followed with this following exhortation.
“Therefore do not worry about tomorrow, for tomorrow will worry about itself. Each day has enough trouble of its own.” (Matt. 6:34)
I also believe it requires looking to the future and understanding how things are changing.
As someone who has spent his career in fundraising, I’ve known the temptation to be anxious all too well. Fundraising requires living a life of faith and trust. But, I also believe it requires looking to the future and understanding how things are changing. How does this reconcile with Christ’s command not to worry about tomorrow?
In seeking first God’s kingdom, we can seek to understand our times in a non-anxious way so that we may tap into opportunities to glorify God and inspire generosity.
There is one trend in fundraising – one bright spot in particular that instead of anxiety, gives me hope and optimism for the future – and that is the rise of sustainable, recurring giving.
The Rise of Recurring Giving
Over the past several years, we’ve seen the rise of a new kind of sustainable giving, making resilient, recurring funding for organizations to accomplish their missions more possible than ever before.
From 2019 to 2024, Neon One found that the average charity saw growth in recurring giving of 127.3%. I’d call that a bright spot!
So, what is behind the growth of recurring giving in recent years?
It started with the rise of the subscription economy. Today, 95.8% of U.S. adults have at least one subscription, and the average American in the U.S. today has 12 subscriptions.
Subscriptions are everywhere, from music and entertainment streaming services to software and groceries. Many of us even subscribe to the doorbell company (much to my chagrin!).
At the same time, donor behavior has been shifting. Donors are more likely than ever to give on a recurring basis or “subscribe” to the causes they care about most.
More people are giving on an automated basis, and for faith-based donors, that giving behavior extends well beyond giving to their church. Grey Matter Research and Infinity Concepts found that Evangelical Protestants are 27% more likely than donors in general to be part of a monthly giving program with a charity or ministry outside of their church.
Recurring giving is not new. The first recorded form of recurring giving dates back thousands of years to the ancient Jewish people, and the practice of first fruits. God’s people were commanded every season to bring the tithe, or the first 10% to the temple, which would then be used to care for the widows and orphans in the community.
While recurring giving is not a new phenomenon, what is new is the rise of sustainable giving driven by the subscription economy, making recurring giving more accessible to more ministries than at any other time in history.
The Rise of Sustainable Giving
I’ve written a new book, The Rise of Sustainable Giving, about how ministry leaders can tap into this trend. The book explores how the subscription economy is transforming recurring giving and what nonprofits can do to benefit.
The book is resonating with charity leaders, hitting #1 Amazon Best Seller status in “Philanthropy & Charity,” “Nonprofit Fundraising & Grants,” and “Nonprofit Marketing & Communications.”
Recurring giving is more accessible to more charities than at any time in history.
Christian Leadership Alliance’s Tami Heim writes, “Dave Raley's new book, The Rise of Sustainable Giving, combines his innovative perspective on today's automatic behavior, emerging trends, and extensive fundraising experiences. He brilliantly makes the case and points the way for nonprofits to seize the current reality. It's time to read this book and put it into practice for your greater good. Don't let this new era of generosity pass you by!”
Recurring giving is more accessible to more charities than at any time in history. Part of that is due to the subscription economy and part to the generosity of everyday people who give to more charities on a recurring basis.
There is a bright future ahead. Nonprofit leaders have the opportunity to tap into the unprecedented growth of sustainable giving, now available to more ministries than at any other time in history.
As Christ exhorts us in Matthew 6:34, we need not be anxious about tomorrow because we seek first his kingdom.
I’d call that a bright tomorrow.
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Dave Raley is the author of the new book The Rise of Sustainable Giving, (Imago Productions, Feb. 4, 2025). Raley is the founder of Imago Consulting, an advisory firm that helps organizations create growth by increasing recurring giving. He writes a weekly innovation and leadership column called The Wave Report to inspire leaders as they seek to grow themselves and their organizations. Dave Raley serves on the Christian Leadership Alliance board.
Learn more about Outcomes magazine.
Dave Raley will be teaching a workshop at The Outcomes Conference 2025 entitled “The Rise of Recurring Giving.” Join us April 29 – May 1, 2025, in Dallas: www.outcomesconference.org.
