What if the biggest opportunity in fundraising has been quietly waiting all along — hidden in plain sight?
In this episode of the Sustainable Giving podcast, host Dave Raley chats with Erica Waasdorp, President of A Direct Solution, longtime champion of monthly giving, and self-proclaimed “Philanthropyholic.” From her early career at Reader’s Digest in Amsterdam to 30+ years helping nonprofits grow recurring giving programs around the world, Erica has seen it all, and she’s here to share the lessons that last.
Together, Dave and Erica dive into what’s changed (and what hasn’t) in the world of recurring giving, from the first direct-debit donors in Europe to the digital subscription era today. They unpack the tactics, mindset, and global insights that help organizations build sustainable, recession-resistant revenue, and what the next generation of fundraisers needs to know.
Whether you’re just getting started with recurring giving or looking to take your program to the next level, this conversation is packed with wisdom, wit, and plenty of inspiration.
Key Topics They Cover:
The Evolution of Recurring Giving: How monthly giving has transformed from mail and phone to digital-first—and why some organizations are still playing catch-up.
The Commitment Gap: Why many nonprofits still treat monthly giving as an afterthought—and how shifting from a “single-gift mindset” to a sustainability mindset changes everything.
Tactics That Still Work: Erica’s go-to strategies, from adding a simple “Give Monthly” button to leveraging donor testimonials, direct mail, and even the humble thank-you letter.
Lessons from Around the World: What generosity looks like in different cultures—and why human behavior (and the desire to help) is far more universal than we think.
The Next Generation of Sustainable Fundraisers: What today’s leaders can do to invest in recurring giving, mentor the next wave, and build long-term programs that inspire both donors and staff.
Also in this episode, they talk about:
How Dutch directness inspired A Direct Solution, and why honesty matters in fundraising
Why smaller monthly gifts can lead to major legacy gifts later
The underrated power of direct mail and phone calls in a digital world
What European fundraisers got right decades ago, and what the U.S. can learn
The simple truth behind “Just start—and keep going”
If recurring giving is the key to sustainability, what’s stopping your organization from planting that first seed today?
Additional Resources:
Register for the 2026 Sustainable Giving Workshop.
Pick up a copy of Dave's book, "The Rise of Sustainable Giving."
Special thanks to our team at Sustainable Giving: Abigail, Tom, Kirsten, and Victoria.