Proposal

The Honest Made
Subscription

A recurring giving programme that builds a community around Honest Made, shows people exactly where their money goes, gives them a vote on what happens next, and rewards them the longer they stay.

Why recurring giving

83-90%
Annual retention for recurring donors1
45%
Annual retention for one off donors2
$960
Lifetime value of a $10/month donor (avg 8 years)4

People are already giving you money through JustGiving. Someone donated a thousand dollars. Others give smaller amounts because they found you on Instagram and wanted to help. The community is already forming. The problem is that each donation is a one off decision, and most people don't make it twice.

Recurring giving changes the default. Once someone commits to a quarterly payment, the burden shifts from "should I donate again?" to "should I cancel?" Most people don't cancel. The ones you do lose are mostly involuntary: about half of all lapsed recurring donors drop out because of a failed payment (expired card, insufficient funds) rather than a decision to leave.3 Stripe's automated retry system catches most of those without you doing anything.

Over an average 8 year relationship, a $10/month donor contributes roughly $960.4 A one off donor's lifetime value is $55-70. You don't need to constantly find new people if the existing ones stay. That's what makes this model work for a two person operation.

How it works

The subscription has four moving parts. People join the community on a quarterly cycle. They vote on which project gets funded next. You show them where their money went. And the more they give over time, the higher they climb through a status ladder with real, physical recognition at each level.

💰

They give

$10, $20, or $30/month
Taken quarterly

🗳️

They choose

Quarterly vote: which project gets funded next

📸

You show

Monthly update: photos, numbers, what their money did

🏆

They ascend

Cumulative giving unlocks status, rewards, recognition

What makes this different from a standard donation page is that the community isn't passive. People decide where the money goes, they see the result, and the longer they stay the more they're recognised. You said on the call you wanted to "bring people in the community and show them where their money goes." That's exactly what this is. The organisations doing it well (Mossy Earth8, Planet Wild9, Plastic Bank10) all treat their community as stakeholders, not donors. That framing is what drives retention.

Pricing

Three tiers. Same experience. The difference is speed of ascension through the status ladder.

$10/mo
$30/quarter
Reaches $120 milestone in 12 months
$20/mo
$60/quarter
Reaches $120 milestone in 6 months
$30/mo
$90/quarter
Reaches $120 milestone in 4 months

All prices in USD, which is the most internationally neutral option for a UK, Australian, and global community. A 6 month upfront option is available at each tier for anyone who wants to commit further. At $60 upfront (6 months at $10), a supporter is already half way to the first milestone, which ties the billing directly to the reward arc.

The $10/month entry point is where most mission led memberships anchor (Mossy Earth at £10, Planet Wild at €6-12). In a cost of living context, $10/month sits in the same mental bracket as a streaming service: familiar, easy to justify, hard to notice on a bank statement. Fixed tiers rather than a flexible "choose your amount" slider, because no zero cost recurring billing platform currently supports flexible amounts.

The upside

The revenue is useful. But the community is the real asset.

Community sizeQuarterly revenueAnnual revenue
50 members$1,500 - $4,500$6,000 - $18,000
100 members$3,000 - $9,000$12,000 - $36,000
200 members$6,000 - $18,000$24,000 - $72,000
500 members$15,000 - $45,000$60,000 - $180,000

Ranges based on $10-30/month across the three tiers. Actual revenue depends on the mix.

That income is predictable and recurring. It doesn't disappear when a grant cycle ends or when product sales have a quiet month. At 85% annual retention, most of the people who join in year one are still there in year two, and each new quarter's intake compounds on top.

But the number that matters more than revenue is the number of people who are galvanised around what Honest Made does. 100 people who've committed their money, voted on your projects, received your updates, and progressed through the levels are not passive followers. They're advocates. They share your content because their name is attached to it. They recruit because their friends joining triggers something real for Lombok. They visit because their name is on the wall. They tell the story to people you'll never reach through Instagram.

A galvanised community of even 50 people is more powerful than 11,000 followers. Followers scroll past. Community members show up. And the longer they stay, the deeper the relationship gets, from a quarterly payment to a t-shirt to a named piece of infrastructure on the island. That progression turns casual support into genuine pride, and pride is what makes people stick around and bring others with them.

The community experience

This section covers three things: what every community member gets as standard, how people progress through status levels over time, and additional ideas we can introduce as the community grows.

The essentials

Six things that every community member gets. These are non-negotiable.

On signup
Welcome message
Personal message from Tom (email, video, voice note). Thanks them, sets expectations, gives them their supporter number.

Welcome emails average a 49.8% open rate5, far higher than typical communications. The first impression sets the tone for the entire relationship. Pre-written, sent automatically, but personal in voice.

Always on
WhatsApp community group
The heart of the subscription. Not a broadcast channel. A group of like minded people who care about what Honest Made does, connected to each other and to Tom.

This is where everything happens. Update videos from the facility. Congratulations when someone reaches a new level. Voice notes from Tom mid-collection. Poll launches for the quarterly vote. Behind the scenes photos. Someone planning a trip to Kuta asking the group for recommendations. Someone who's visited sharing their photos. A new member introducing themselves and getting welcomed by 50 people who are already invested. Email is for receipts. WhatsApp is the community.

As the group grows, this becomes a genuine network of people connected by a shared cause and a shared place. That's worth more than the subscription fee. It's also something that needs managing: questions, spam, welcoming new members. At small scale you handle it. Longer term, a community manager role becomes worthwhile and the subscription revenue can fund it.

Monthly
Impact update
Photos from the facility, impact numbers (kg collected, products made, villages reached), a couple of sentences from Tom about what happened and what's next.

The update is the product. Closed loop impact feedback is the single strongest retention driver for recurring giving programmes5,6. People who can see what their money did stay. People who hear nothing drift away. Mossy Earth8 provides GPS coordinates and biologist vlogs. Planet Wild9 releases a professional monthly video. You don't need any of that. What the evidence says matters more than production quality is being specific and being regular. "This month we collected 340kg from three villages in south Lombok" plus three photos is enough, as long as it arrives every month.

Quarterly
Community vote
2-3 real project options for the next quarter. Poll + email link. Results shared with photos of what the community chose.

The vote has to change something real. If every vote produces the same outcome, it feels like theatre. Your advantage is that your projects (home collection, river systems, equipment) are tangibly different and locally visible. A photo of a river cleanup crew looks nothing like a photo of a new village bin station. The vote changes something you can photograph. And each vote builds on the last: "Last quarter you voted for river collection. This quarter: expand to a second site, or go deeper on the first?" Over a year, the community builds a path they collectively chose7.

Quarterly
Impact receipt
"Your contribution this quarter: you were one of 85 people who funded 1,200kg of collection across 4 villages."

Simple maths (total impact divided by number of people), but it makes the abstract personal. Sent at the end of each quarter alongside the vote results.

Periodic
Local discounts in Kuta
Community members visiting Lombok get discounts at local businesses: surf shops, cafes, restaurants, accommodation.

You and Lachie know these business owners. A discount costs the business nothing meaningful and gives the community member a tangible, real world perk tied to the place they're supporting. It also creates a reason to visit, and every visit strengthens the connection to Honest Made. Discounts shared in the WhatsApp group as they're negotiated.

The levels

Most subscription models give everyone the same experience forever. This one is gamified. Every person in the community has a running total of how much they've contributed since joining. That total determines their level, what they unlock, and what physical reward they receive. Someone paying $30/month progresses 3x faster than someone at $10/month, but both are on the same path. The next level is always visible, always within reach.

$0
Pendukung (Supporter)
Welcome message, supporter number, monthly updates, behind the scenes access, quarterly vote, impact receipts. Founding member status if first quarter.
$120
Penjaga (Guardian)
A piece of collected plastic from the facility, cleaned and mounted, with a card showing where and when it was picked up. Named on the supporter map.
$250
Kawan (Friend)
An Honest Made poster for your wall. Named individually in quarterly updates. Personal thank you postcard from Tom, handwritten, on Awan paper.
$500
Tetangga (Neighbour)
Your name on the wall at the Lombok facility. An Honest Made t-shirt. Option to name a collection run after you. Personal video from Tom.
$1,000
Pembangun (Builder)
Your name on a piece of infrastructure at the facility: a processing station, collection vehicle, or village bin point. Physical plaque. Invitation to visit. You built something permanent in Lombok.

The level names are suggestions drawn from Indonesian. You should choose what feels right for the brand. The point is that each level has a name, a physical reward that lives in someone's home or on their person, and a clear step up from the last. A mounted piece of plastic at $120. A handwritten postcard and a poster at $250. A t-shirt and your name on the wall at $500. Your name on a machine at $1,000.

At $10/month, someone reaches Tetangga (the wall, the t-shirt) in about 4 years. At $30/month, about 17 months. Both earned it. The higher tiers aren't just "give more for the same experience." They're "give more and progress faster through something you can hold."

The founding member wall is separate from the levels. That's about timing, not money. Anyone who joins in the first quarter after launch gets their name on a physical wall at the facility. Permanent. Can never be earned later.

Ideas to explore

These don't all need to be live at launch. The founding member wall and the shareable signup image should be. The rest is the roadmap, added as the community grows and you learn what people respond to.

Founding member wall

First quarter only. Names on a physical wall at the facility. Permanent. When you photograph it, every founding member shares it.

Shareable signup image

"I support Honest Made. Founding member #34." Designed for Instagram stories. Every signup becomes free visibility.

Behind the scenes access

Everyone sees the polished Instagram version. The community gets the raw footage: the messy warehouse, the failed experiment, the hard day. Honesty as a feature.

Subscriber funded experiments

"Should we try making surfboard fins from recycled plastic? Materials cost $500. Vote yes or no." Win or lose, the story is the content.

Referral credits

Bring 3 friends, get credited alongside them. "You built a crew, and here's what your crew funded together."

Decision trees

Each quarterly vote builds on the last. Over a year, the community builds a path they collectively chose.

Named collection runs

"The April Kuta Beach cleanup, funded by the Q2 2026 community." A visual history of what the community made happen.

Supporter map

A visual map of where in the world the community is. Makes a small group feel global. Updated each quarter.

Annual recognition

Once a year, a short video from the facility thanking every active community member by name. A moment that makes people feel seen.

Community credits on public posts

Every Instagram post about a collection run: "Funded by the Honest Made community." Members see it in public content. Non-members see social proof.

Collective unlocks

The ladder is about individual progression. The collective unlocks are about what the community achieves together. As the community grows, it triggers real commitments from Honest Made, published on the subscription page from day one so everyone can see the next milestone coming.

50
subscribers
New collection route launches
100
subscribers
Equipment funded or first hire
200
subscribers
Second facility or major expansion
500
subscribers
Self sustaining funding engine

This borrows from the crowdfunding stretch goal model but applied to an ongoing subscription rather than a fixed campaign. Every signup moves the counter. People recruit because their friends joining makes something tangible happen for Lombok, not just for the existing community. When a milestone is hit, you announce it, photograph it, and attribute it to the community. Those announcements are some of the strongest acquisition content you'll produce, because they're proof that the subscription does something concrete.

Where this goes

At 50 people, the community funds a new collection route. At 100, it funds equipment or a hire. At 200, the revenue supports a second facility or a significant expansion. At 500, Honest Made has a self sustaining funding engine that doesn't depend on grants, product margins, or one off donations.

For the individual, the journey is just as clear. At $120 cumulative, they hold a piece of the plastic they helped collect. At $500, their name is on the wall. At $1,000, their name is on a machine or a collection station. They're not just donating. They're building something, and they can see the evidence of it in a specific place on a specific island.

Longer term, the roadmap includes a subscriber funded experiment programme where the community votes on what Honest Made builds next, a visitor programme for people who travel to Lombok, and an annual gathering (digital or physical) where the community sees the year's impact in full. None of that needs to exist at launch. But the people who sign up should be able to sense that this is going somewhere bigger.

The entry point: landing page

People need somewhere to go before they hit the Stripe checkout. A page that explains what the subscription is, why it exists, what they get, and what their money does. This is the front door to the community. It lives on honest-made.co (your Shopify site), and it's where every Instagram link, email CTA, and QR code points to.

What's on the page

The pitch

What this is and why, in Tom's words. Short, personal, not institutional. A video from the facility would be strongest here.

The levels

The full progression from Pendukung to Pembangun. People need to see what they're working towards before they sign up.

Pricing tiers

$10, $20, $30/month. Each with a "Join" button linking to the Stripe checkout for that tier. Clear, no friction.

Collective unlocks

The progress bar showing current community size and what happens at the next milestone. Creates urgency without being pushy.

Founding member callout

If it's the first quarter: "Join now and your name goes on the wall at the facility in Lombok. Permanent. First quarter only." Real scarcity, not manufactured.

Social proof

Number of current members. Quotes or names if people consent. The supporter map once it exists. Starts empty and builds.

Where it lives

On your Shopify site at something like honest-made.co/community. Shopify can handle everything on the requirements list above using a custom page template on your existing plan. No paid apps needed, no higher plan.

For inspiration, have a look at Mossy Earth's signup page. The illustration changes as you increase the donation amount. It's a simple interaction but it makes the page feel alive. We could build something similar for Honest Made, where selecting a tier changes the image: different levels of impact visualised as you move up. Shopify supports the custom code needed to do this.

How people find it

One permanent URL that works everywhere: Instagram link in bio, email signatures, QR codes on physical materials at the facility, every monthly update email. One page, one scroll, one decision. No funnel, no pop-ups, no email gate. Simplicity is the conversion strategy at this scale.

This page is something I build for you as part of the next steps.

Platform and payments

A note on billing: when someone signs up, they're charged for their first quarter immediately, regardless of the date. Their billing renews every 3 months from then. The community calendar (updates, votes) runs on a fixed schedule that everyone shares, even if billing dates are different. New members participate straight away.

We looked at six options for handling the subscription payments. The recommendation is Stripe Payment Links, and the reasoning is below.

Options evaluated

Platform Cost Works for Honest Made? Verdict
Shopify Subscriptions Free app. Requires Shopify Payments. Yes, if the Shopify account is registered under a UK address. Shopify Payments is available in the UK. Everything stays in one platform. Same tax considerations as the Stripe route (income lands in UK). Viable if UK registered
Donorbox 2.95% platform fee + Stripe processing. Yes, but adds a second fee layer on top of Stripe. Better nonprofit branding but more expensive. Backup option
Patreon 10% platform fee + processing (~13-15% total). Works globally, confirmed Indonesia payout. But the fee drag is significant: $1,700/year on 100 members at $10/month. Too expensive
Ko-fi 5% on free plan. $9/month (Gold) removes platform fee. Good built-in community features. Indonesia payout unconfirmed. Worth revisiting if community content tools become a priority. Worth watching
GoCardless 1% + 20p (direct debit). Cheapest per transaction. No. Doesn't support payouts to Indonesia. Hard blocker. Blocked

Why Stripe Payment Links

You're already setting up Shopify with Stripe, so the Stripe account is in progress. Stripe Payment Links let you create recurring subscription products directly in the Stripe dashboard, generate a payment link, and embed it as a "Become a Supporter" button on your Shopify site. The person clicks, lands on Stripe's hosted checkout, pays, and Stripe handles everything from there: billing, retries, receipts, and a customer portal where people can pause, cancel, or update their card without contacting you.

Shopify stays as your product shop (furniture, tiles, future merchandise). The subscription sits alongside it on the same site but the payment is handled by Stripe, not Shopify. Two tools, one site, separate jobs.

How the money flows

Community member
Pays in USD via card, Apple Pay, or Google Pay
Stripe
Processes payment. Converts to GBP. Deducts ~2.9% + 30c processing.
Tom's UK bank
Receives GBP payout from Stripe (weekly or as configured).
Wise
Transfers GBP to IDR at mid-market rate. Fee: ~0.6%.
Indonesian bank
Receives IDR. Typically arrives within 24 hours.

I checked the Wise situation independently. Wise suspended its e-wallet and balance holding for Indonesian residents in May 2024, which is probably what you were thinking of when you said it doesn't work there. But sending money to an Indonesian bank account from a UK Wise account works fine, at the mid-market rate. The two things are separate.

What it costs

StageFeeOn a $30 quarterly payment
Stripe processing2.9% + 30c~$1.17
Stripe FX (USD to GBP)~2%~$0.58
Wise (GBP to IDR)~0.6%~$0.17
Total fee drag~$1.92 (~6.4%)
Net to Honest Made~$28.08 per quarter

At 100 community members paying $30/quarter, that's roughly $2,808 reaching Indonesia per quarter after all fees. The Stripe FX conversion is the biggest chunk. If you set up the Stripe account to collect in GBP instead of USD, you'd eliminate the Stripe FX fee for UK donors but add it for everyone else. USD is the better default for an international audience.

What needs managing

Failed payments

Stripe Smart Retries handles this automatically. Up to 4 retry attempts over 2-4 weeks. Configure to pause (not cancel) after retries are exhausted. Recovers most failed charges without intervention.

Customer portal

Stripe provides a self-service portal where people can update their card, pause, or cancel. No support tickets needed. Link to it in the monthly update email.

Email list

Stripe collects email addresses at checkout. Export these to Mailchimp (free tier) for sending monthly updates. Also set up an email signup on the Shopify site to capture non-subscribers.

Wise transfers

Manual transfer from UK bank to Indonesian bank via Wise. Monthly or quarterly, depending on cash flow needs. Takes about 5 minutes per transfer.

WhatsApp community

Someone needs to keep an eye on the group. Questions, spam, welcoming new members. Light at small scale but grows with the community.

The entity question

Right now, subscription money would land in your personal UK bank account on behalf of the Indonesian PT. That works to get started, but as the subscription grows it creates questions around tax liability and legal standing. There are three paths worth considering.

Option What it gives you Considerations
Personal UK bank (current plan) Simplest. Launch tomorrow. No setup cost. Grey area on tax. No Gift Aid. No grant access. Gets harder to justify as revenue grows.
UK charity (CIO) Gift Aid (25% top-up on UK donors). Access to UK grant funding (Lottery, foundations). Clean legal structure for receiving international donations. Needs 3 trustees (you + 2 independent). 5-7 months to register. Registration is free (Charity Commission model constitution templates available). Legal advice recommended for the overseas grant structure but not required. Annual return + light governance. You'd need to declare your interest when the board approves grants to the Indonesian operation.
Australian charity (DGR) Tax deductibility for Australian donors. Indonesia qualifies as a developing country under ATO framework. Free to register. Needs ACNC registration first, then DGR endorsement. 2-4 months. Same related party considerations if Lachie is both a director and involved in the Indonesian operation. The existing entity at Lachie's address may or may not be convertible, depending on what it is.

The UK charity route is strongest if a significant portion of your community turns out to be British, because Gift Aid adds 25% on top of every eligible UK donor's contribution at no cost to them. Not everyone will be UK based and not everyone will opt in, but on 50 UK based members it could realistically add around $750/year from HMRC. That scales with the community. The Australian route makes more sense if the community skews towards Australia, and there's already some kind of entity in place via Lachie.

Neither is needed to launch. The personal UK bank account works at small scale. But this is worth getting professional advice on before the numbers get meaningful, because setting up the right structure early is much easier than restructuring later. A charity accountant or solicitor with overseas experience would be the right person to talk to.

AI and automation

There's an interest in AI doing some of the heavy lifting here. That's realistic, and it's worth knowing what's possible because it directly affects how sustainable this is for a two person team.

Most of the repetitive admin in this subscription can be automated with tools that already exist and that we'd already be using.

Automated welcome sequence

Someone subscribes. Stripe triggers a welcome message, a WhatsApp group invite, and a personalised signup image with their member number. No manual step.

Impact logging

You send a photo and a message ("340kg, Kuta beach"). It logs the data to the spreadsheet and saves the photo. Two seconds instead of 2 minutes.

AI drafted monthly updates

AI pulls the month's data and photos, drafts the update in your voice. You approve or edit. It goes out to the WhatsApp group and email list.

Milestone alerts

Automatic tracking of cumulative giving. You get notified when someone crosses a level so you can prepare the reward and the recognition.

Landing page stats

The community counter and impact numbers on the Shopify page update automatically from Stripe and the tracking sheet. No manual edits.

Vote management

AI creates the poll, posts it to the group, tallies results when it closes, and drafts the announcement. You review and approve.

The potential here goes beyond admin. AI can draft your monthly updates from raw photos and data in your voice, manage the community progression ladder in real time, generate personalised impact receipts, run and tally votes, and keep the landing page stats up to date without anyone touching it. As the tools improve, more of the operational load shifts to automation, freeing you to focus on the work in Lombok.

We'd build this incrementally. The automated welcome sequence and milestone alerts at launch. AI drafted updates and impact logging once the rhythm is established. The rest as the community grows.

Timeline

Five phases. Each builds on the last. The subscription doesn't need everything in place to launch, just the essentials.

1

Confirm direction

  • Read this proposal, discuss with Lachie
  • Come back with questions, changes, or a yes
  • Nothing gets built until the direction is confirmed
2

Foundation

  • Start logging impact data
  • Confirm Shopify/Stripe entity registration
  • Set up email collection on the site
  • Configure payment links and billing tiers
3

Build

  • Landing page live on Shopify
  • Welcome message and first updates pre-written
  • Email delivery configured
  • Shareable signup image template created
  • Launch video recorded at the facility
4

Launch

  • Launch video posted to Instagram, link in bio
  • Founding member wall announced
  • WhatsApp group goes live
  • First signups
5

Rhythm

  • First monthly update
  • First quarterly vote
  • First renewal cycle, first real signal on retention
  • Entity structure explored in parallel if going the charity route

Tools

Everything here is free or very cheap. The tools are chosen because they work together and because most of them can be connected to AI for automation as the community grows.

Purpose Tool Cost Why this one
Payments Stripe Processing fees only Handles recurring billing, dunning, customer portal. Full API for automation. Official AI integration available.
Website / shop Shopify $29/month (Basic) Already in setup. Landing page built as a custom template. API available for updating community stats automatically.
Community WhatsApp Business Free Where the audience already is. Community group chat. Automated greetings. No API costs needed until 200+ members.
Email MailerLite Free (up to 500 contacts) Stripe integration for triggered emails (welcome, receipts). Clean editor. Upgrades to $9/month when needed.
Impact tracking Google Sheets Free Simple, shareable, connects to everything. AI can read from and write to it directly.
Votes Tally Free No response caps. Embeds in Shopify. Connects to Google Sheets. Clean design.
Dashboard Looker Studio Free Connects directly to Google Sheets. Embeddable. Shows community stats (subscriber count, kg collected, revenue) in real time.
Money transfer Wise ~0.6% per transfer Mid-market rate. GBP to IDR confirmed working. 5 minutes per transfer.
Automation n8n (self-hosted) ~$8/month Connects Stripe, Sheets, email, Shopify. Runs automated workflows (welcome sequences, milestone alerts, update drafting).

Total monthly cost at launch: $29 (Shopify) + ~$8 (n8n hosting) + processing fees. As the community grows past 500 contacts, MailerLite upgrades to $9/month. WhatsApp API becomes worth exploring past 200 members (starts at ~$59/month). Everything else stays free at any scale.

Risks

Every plan has things that could go wrong. These are the ones worth thinking about before launch, not after.

Your time

You're running a facility, launching a bin collection service, and now adding a community subscription. In this proposal, everything is designed for minimum effort, but the monthly updates are the product. If they stop, people stop feeling the subscription is worth renewing. Automation helps with the admin, but the raw content (photos, numbers, your voice) has to come from you and the team.

Slow start

Most subscription products start slowly and compound over time. If the first quarter brings 20 people instead of 100, that's $600, not $3,000. Once people are paying, you can't switch this off. You have to commit to delivering the updates and the experience from day one, even when the numbers are small. The compounding only works if you keep going through that early period.

Payment and entity structure

Personal UK bank receiving donations for an Indonesian entity is a grey area. It works at small scale but gets harder to justify as revenue grows. The entity options (UK charity, Australian charity) take time to set up. Not a blocker for launch, but a conversation worth starting early for future proofing purposes.

Community management

A WhatsApp group with 50-100 paying members needs someone keeping an eye on it. Questions, spam, people wanting to cancel or change their tier. Light at small scale, but grows with the community. Decide who owns this before launch.

The water bottle

The bottle is manufactured in China from virgin plastic, not recycled. A recycling operation shipping non-recycled plastic across the world is a credibility gap that will get noticed as visibility grows. The economics are also tight (~$27.50 landed cost). Don't lead with it. The subscription stands on its own. If it comes later as a milestone, be transparent about sourcing or replace it with something made at the facility.

Next steps

Once you've read this and confirmed the direction, I build the subscription page copy, the welcome email, the monthly update template, and the quarterly vote template. Nothing gets built until you say go. This document is the starting point for a conversation.

Further considerations

This proposal covers the subscription product: what it is, how it works, and how to build it. There are a few areas that sit outside this scope but will need attention as the project develops.

  • Finding subscribers and marketing. Where do the first 50 people come from? How do you convert Instagram followers into paying community members? What content strategy supports the subscription launch? This needs its own thinking and is a natural next step once the product direction is confirmed.
  • Naming and branding. The level names, the community name, how this sits alongside the Honest Made brand. Worth doing properly once the structure is agreed.
  • Legal and accounting advice. Entity structure, tax implications, charity registration. Flagged throughout this document but needs a professional conversation.

References

  1. Charity Engine, "Must Know Recurring Giving Statistics 2026"; Dataro, "Recurring Giving Benchmark Report 2024." Retention rates for monthly recurring donors: 83-90% annually.
  2. Dataro Benchmark Report 2024; NextAfter, "Donor Retention 2024." One off donor retention: approximately 45%. First time donors who don't convert to recurring: 19-20%.
  3. RKD Group, "What Churn Tells Us About Sustaining Donors," 2025. Approximately half of lapsed recurring donors leave due to payment failure (expired cards, insufficient funds), not a conscious cancellation.
  4. Neon One, "Recurring Giving Statistics," 2025. Average recurring donor sticks around for 8+ years. Average annual giving: ~$949/year. Lifetime value at $10/month: ~$960.
  5. M+R Benchmarks 2025, via iDonate. Closed loop impact reporting is the strongest retention driver. Welcome emails average 49.8% open rate. Higher frequency cultivation emails increase revenue from existing donors by 21%.
  6. Dataro, "How To Improve Donor Retention," 2024. Consistent, specific impact communication outperforms production quality.
  7. Planet Wild membership model; Mossy Earth member voting system. Both use community voting on project decisions as a central engagement mechanic, with documented strong retention.
  8. Mossy Earth — £10/month rewilding membership. Impact dashboard with GPS coordinates, quarterly financials, biologist vlogs. Members vote on project decisions. Strong retention.
  9. Planet Wild — €6-60/month conservation membership. Members vote on impact areas monthly. Professional monthly video. 400k+ YouTube subscribers, 3k Discord community.
  10. Plastic Bank — Plastic collection credits in coastal communities (including Bali/Indonesia). Real time traceability: each collection event attributed to specific supporters. The gold standard for impact reporting.

In summary

This is a subscription that pays for itself through community, not marketing spend. People give because they see exactly where the money goes and they get to choose what happens next. They stay because the longer they're in, the more they're recognised and the more they've built. The tools are free or close to it. The time commitment is realistic for a two person operation. The automation gets smarter over time.

What it needs from you is consistency: photos, numbers, and a few honest sentences every month. Everything else can be built around that.

Read this through, talk to Lachie, and come back with whatever questions you have. This is a conversation, not a finished plan. The details change based on what you think will work.