How one text asked sustaining members to give more. Over 1,200 said yes.
LAist used Hustle Broadcast Texting and Hustle Automations to ask sustaining members to raise their monthly gift. Members only had to reply YES, and more than 1,200 did across the fall drive and Giving Tuesday campaigns. All from a single text.
Last updated October 2026.
By the numbers
| Result | What it means |
|---|---|
| 1,200+ | Sustaining members who replied YES to raise their monthly gift, across the fall drive and Giving Tuesday |
| Yes | One reply is all it takes for a member to give more. No login, no form, no friction |
| First Time | The Voter Game Plan now reaches members by text instead of email alone |
"I would recommend Hustle to a fellow nonprofit fundraiser, and I have, because it's simple to use and gives quick and easy results after set up."
Danny Sway
Who is LAist?
LAist is a nonprofit local news organization in Pasadena, California. It runs LAist.com and LAist 89.3 FM, the largest NPR station in Los Angeles. Members fund the newsroom.
What problem was LAist solving?
LAist raises money on air, online, and by email. Texting was the missing piece. The team had no way to reach members on their phones, where people spend their time. As their multiplatform content strategies grew to meet people where they were, their fundraising strategy needed to as well.
How did LAist use Hustle for fundraising?
LAist added Hustle to its fundraising mix. The team now builds and sends text campaigns in minutes. Texts go out for fundraising drives, credit card recapture, and membership renewals. Revenue from each campaign has been steady and clear.
Texting opened new doors too. LAist sent its Voter Game Plan to members by text for the first time. Before, it only went by email. And when a member has a problem with their account, the member services team can fix it over text in a few quick replies.
How did one text get 1,200 sustaining members to give more?
LAist texted its sustaining members one ask. Reply YES to give a little more each month. Members did not have to log in or fill out a form. LAist made the change for them on the back end. It was more work for the team, but it took the friction out for members.
"Our members really met the moment last year by increasing their support after being federally defunded, with 1,200 yes replies between our fall drive and Giving Tuesday."
Danny Sway
How can public radio stations use texting?
- Pledge drive pushes. Text the match deadline and link to donate while the ask is on air.
- Sustainer upgrades. Asking your biggest fans to inch up their monthly contribution. One reply can raise a monthly gift. No form, no login.
- Card recapture. Catch expired cards before a sustainer lapses.
- Member care. Fix an address or a billing issue in a few quick texts.
- On air talent on video. Hosts record a short video appeal and send it by text. Members hear from a familiar voice they know and trust.
- Newsroom alerts. Send voter guides, breaking news, and event invites by text.
Which Hustle products did LAist use?
Hustle Broadcast Texting sends fundraising asks, card recapture, renewals, and member service replies. Hustle Automations handle keyword responses like YES. Tags track what each member has received and how they replied.
Want to see what a one-reply ask could do for your members? Request a demo.
