From One-Time Gifts to Lifelong Relationships: The Art and Science of Sustainer Program

Sustainer, monthly or recurring giving isn’t a trend — it’s a transformation. In an era of unpredictable revenue and shifting donor behavior, a well-built recurring giving program can provide the stability and loyalty every organization needs to thrive.

In this fast-paced session, Kim Richardson and Amy Reynolds will unpack how to build or scale a high-performing recurring giving program that moves donors from one-time gifts to lifelong advocates. Blending creative storytelling with data-driven strategy, they’ll show how the art and science of fundraising come together to create sustainable success.

Drawing on real-world examples and measurable results, Kim and Amy will present alongside RuthAnn Clark, the Director of Annual Giving from Washington National Cathedral. Together, they'll guide participants through the full recurring donor lifecycle — from identifying the right prospects and quantifying impact to executing omnichannel recruitment campaigns, strengthening retention through thoughtful stewardship, and reactivating lapsed sustainers. You’ll learn how to apply proven techniques that drive results, including how recurring donor retention can rise above 80% in the first year and how to leverage behavioral and emotional drivers to inspire deeper giving.

Attendees will leave with actionable tools and templates:

A 90-day roadmap for launching or optimizing a recurring program

Segmentation rules to identify high-potential recurring donors

Key performance indicators to prove ROI and earn leadership buy-in

This session is designed for mid- and senior-level fundraising professionals, digital and CRM leaders, and anyone eager to turn inconsistent giving into reliable, mission-fueling support. Expect a mix of inspiration and hands-on tactics you can implement as soon as you return to your organization.