Scaling Monthly Giving to 34% of Donors and $134K in Recurring Revenue with Meghan Walsh

Missions to Movements

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When Roots Ethiopia first attempted to build a monthly giving program, it was cumbersome and collapsing under its own weight.
Fast forward to today? That SAME program has transformed into a fundraising powerhouse with 93% donor retention, 34% of all donors giving monthly, and over $134K in annual recurring revenue.
Meghan Walsh, founder and board chair of Roots Ethiopia is back on the show to share it all: the handwritten cards, real-time donor reports, and a simple $20/month offer that shaped their results.

You’ll hear all about the nitty gritty tech tools, donor segmentation tactics, and community-building efforts, why she’s moving all donation asks toward a “monthly-first” approach, and how she's preparing to scale even further with automations and new acquisition campaigns.
Resources & Links

Learn more about the incredible mission of Roots Ethiopia on their website. You can also connect with Meghan on LinkedIn.
Meghan is using Bloomerang, FundraiseUp, Handwrytten, and Small Shop Strategies.
Tune in to Episode 179: How Automations Can Save You Time + Increase Donor Relations to learn more about Rachel Bearbower.

This show is brought to you by GivingTuesday! GivingTuesday is a global generosity movement that started in 2012 with a simple idea: a day to do good.

This year, on Tuesday, December 2, 2025, join the conversation: share your favorite nonprofit’s campaign, volunteer for a cause you care about, share an act of kindness, or encourage your audience to do the same.

Use #GivingTuesday, tag @GivingTuesday, and visit GivingTuesday.org/Participate to get involved and inspire others!

Let's Connect!

Send a DM on Instagram or LinkedIn and let us know what you think of the show!
My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.
Want to book Dana as a speaker for your event? Click here!

Chapters

1. Introducing Roots Ethiopia's Monthly Giving Success (00:00:00)

2. Data-Driven Monthly Giving Strategy (00:10:11)

3. Building Exceptional Donor Retention (00:18:32)

4. Automating Stewardship While Staying Personal (00:28:12)

5. Converting More Donors to Monthly Giving (00:32:49)

6. Learning from Outside the Nonprofit Sector (00:39:19)

7. Ask for Collaboration with Larger Organizations (00:43:58)

209 episodes

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