Donor Behavior Insights

I completely misread a major donor's signals and lost a six-figure gift. It was humbling. And it transformed my approach to donor relationships. Here's what happened: After multiple positive meetings, I was confident our capital campaign proposal aligned perfectly with this donor's interests. The signals seemed clear—enthusiastic questions, facility tour requests, introduction to family members. I prepared an impressive proposal with all the recognition bells and whistles. I was already mentally spending the gift. When I made the ask, his response was immediate: "This isn't what I care about at all." He wasn't interested in naming opportunities or recognition. He wanted to fund scholarships for students like himself—first-generation college students from rural communities. The proposal I'd spent weeks crafting completely missed his core motivation. What I learned: - Enthusiasm doesn't always signal alignment - Assumptions are fundraising poison - Direct questions about motivations beat clever interpretation - Donors give from personal values, not organizational priorities I now ask every donor: "What aspect of our work matters most to you personally, and why?" The answer has never led me astray since. Share a valuable lesson from a fundraising misstep! 💡 If this resonated with you, join thousands of fundraisers who are sharing what works and what doesn't inside the Donor Participation Project. Join us here 👇 shorturl.at/qhMHM

Most donor segmentation is cosmetic. Different ask amounts. Different names on the letter. Same message. Same mistake. Here’s the truth: A $25 donor isn’t a junior major donor. They’re motivated by different things. They need a different experience. Here’s how smart fundraisers segment: 𝗚𝗲𝗻𝗲𝗿𝗮𝗹 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗶𝗺𝗽𝗮𝗰𝘁 They give because it feels good. So show them what their gift did—fast. 𝗠𝗼𝗻𝘁𝗵𝗹𝘆 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗲𝗱 They’ve said, “I’m with you.” Now treat them like insiders. 𝗠𝗶𝗱𝗹𝗲𝘃𝗲𝗹 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝘀𝗲𝗲𝗻 They’re testing you with that gift. What happens next decides everything. 𝗠𝗮𝗷𝗼𝗿 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗮𝗹𝗶𝗴𝗻𝗲𝗱 They don’t fund programs. They fund outcomes that match their values. 𝗟𝗮𝗽𝘀𝗲𝗱 𝗱𝗼𝗻𝗼𝗿𝘀 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗳𝗲𝗲𝗹 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿𝗲𝗱 Not guilt-tripped. Just reminded why they gave in the first place. Segmentation isn’t about slicing a list. It’s about shaping the experience. The best fundraising strategies don’t just know who gave. They know why. How are you speaking differently to each type of giver?

There’s a misconception that major donors give because they’re wealthy. But research from the Lilly Family School of Philanthropy shows something very different: High-capacity donors are driven primarily by identity, legacy, and personal meaning — not financial ability. Meaning: 1️⃣ We shouldn’t just ask, “Can they give?” 2️⃣ We should ask, “Why would this matter to them?” Major gifts grow when: ✅ We learn what donors value, not just what they can afford ✅We connect impact to personal stories ✅We stop rushing and start building A major donor isn’t buying a project. They’re investing in a belief. When nonprofits treat major gifts like transactions, relationships stall. But when they treat them as partnerships, generosity expands. Money follows meaning, not the other way around. #majorgifts #philanthropy #donorjourney #fundraising #maine #nonprofit

CRM says these three donors look the same. Jane (1, 2 and 3) are all 56 years old. They all own businesses, which turnover £10m+. They all came to your last gala dinner. But let’s look a little closer… Jane 1 came with her husband Dom, the CFO of her business. They support you because Dom’s mum died from the condition you work on. They’ve left you a gift in their will. Their employees fundraise annually. Dom is a voluntary ambassador for your charity. Jane 2 came with her partner Liza, a best-selling author whose book (soon to be a Netflix series) features a main character with the condition you raise awareness of. Jane’s cousin’s husband has the condition too. They donated £10,000 at your last event. Jane 3 came with her son. She sponsored her friend £5,000 to run the London Marathon. No other known connection to your cause, yet. Same age. Same job title. Same event. Completely different stories. Completely different needs. Completely different journeys Jane 1 and Dom? Loyal, legacy pledgers. Keep them close, ask for feedback, involve them at multiple levels, share impact. Jane 2? Big potential. Needs a strategic approach, and the right opportunity. Jane 3? Cash ready but not yet emotionally connected. Time to educate and move her before your next ask. Your CRM can’t tell you this. But a conversation can. Stop treating your donors like they’re the same, even when the data says they are. Their motivations matter. Their journeys matter. Their experiences matter. Get it right, and you don’t just steward a donation. You steward a lifetime of support.

The Top 4 Motivations for Giving and the Peril of Ignoring, Misinterpreting or Underestimating Them Survey after survey we see the same, and have for years. We ask donors why they give to various organizations and they say, ⏺ I have a personal connection ⏺ It speaks to what is important to me ⏺ There is a clear need ⏺ I can see the impact Yet how many organizations attempt to fundraise without attempting to explore if a personal connection exists based on good deeds done previously or attempt to build a personal connection before soliciting? How many organizations take the time to listen to current and potential donors to discover who or what about their organization or their communication speaks most compellingly to each without realizing there are significant variations in each donor and prospect community? How many organizations, when they hear donors talk about a "clear need" or "the greatest need," interpret it as donor's willingness to respond to the organization's greatest need not that of those they serve? There is no doubt that donors are looking for the clear need in society not that of the organization. They assume, as well they should, that if the societal need is served so will be the organization's budgetary need. How many organizations fail to address current impact in their appeals for additional support? How many just claim to have an impact but provide little or no compelling evidence of it? How many organizations miss the operative word "see" in that statement and default to telling not showing thereby failing to provide the means, real or virtual, for donors to see for themselves? The less energy an organization devotes to creating the conditions that will motivate donors, the more it wastes of fundraising, predisposes itself to high rates of donors attrition, and handcuffs its advancement team. Donor motivations are the philanthropic horse that all too often get put behind the fundraising cart.

5 major gift fundraising myths debunked: Only large organizations can secure major gifts TRUTH: Size doesn't matter, impact does. A small nonprofit with a compelling mission can attract significant donations. You need a large staff to run a major gifts program TRUTH: One dedicated, skilled fundraiser can make magic happen. It's about quality relationships, not quantity of staff. Major donors only care about tax benefits TRUTH: While tax considerations play a role, most major donors are driven by passion for the cause and desire to make an impact. Asking for large gifts is uncomfortable for everyone TRUTH: When done right, it's an inspiring conversation about creating change. Your confidence makes donors comfortable. You can't personalize outreach at scale TRUTH: With the right tools and strategies, you can tailor communications even with a large donor base. Technology is your friend! Here's why debunking these myths matters: • They hold organizations back from pursuing major gifts • They create unnecessary anxiety in fundraisers • They lead to missed opportunities and underfunded missions Remember, major gift fundraising is about connecting passionate people with meaningful opportunities to make a difference. Don't let myths stand in the way of your impact.

🩸 📑 Final report: Resolving the Chronic Blood Shortage in Zambia   We just wrapped up a collaboration with the Zambia National Blood Transfusion Service (ZNBTS) to understand barriers to blood donation in Zambia. This has to be one of the most unique projects that I've worked on. Is there any other product besides blood that relies on volunteer donations, yet is critical to a country's health?   Our collaboration was well-timed as ZNBTS received funding from the World Bank earlier this year to strengthen infrastructure for storing and collecting blood. With the system prepared to absorb new donations, our mandate was to collect data that could help ZNBTS figure out how to persuade non-donors to become donors, and previous donors to become repeat donors.   To do this, we surveyed 1,530 donors & non-donors across the country. A few things that I learned as we were conducting the study:   🩸 There is a severe blood shortage in Zambia. Last year, the supply of blood was able to meet less than 40% of need.   🩸Because of this shortage, blood is prioritized for 'emergency' treatments, meaning many life-extending treatments for cancer or surgeries are delayed or cancelled. As in other low-income countries, the majority of blood transfusions in Zambia go to children under 5 or to women during childbirth; in contrast, in high-income countries 75% of transfusions go to patients over 65.   🩸About 1/3 of blood is donated by high school students during blood drives at their schools. Even among adults, donors are quite young - the average age among non-students donors is 30 – suggesting the potential for recruiting middle-aged adults to donate. 🩸The decision to donate is driven by awareness, convenience, and (mis-)perceptions about the donation process. Whereas 90% of donors felt that donation was safe, 60% of non-donors worried that donating carried some risks. "Fear" was the main reported reason for not donating, especially fear of fainting and of needles. Myths about blood donation are also common, with many non-donors citing myths like donated blood is not safe or that blood is sold for profit. The prevalence of misinformation suggests the potential effectiveness of public health messaging campaigns!   Finally, a shout-out to the 🚀 Catalytic Fund 🚀 at IDinsight. The Catalytic Fund supports high-impact projects that are either too urgent to allow time for raising external funds or that can't get funding elsewhere. Our ZNBTS collaboration fit into the latter category, as blood supply is a niche (but important!) public health issue. Our project team is extremely grateful that the Catalytic Fund selected this engagement to support.   More about the Catalytic Fund: https://lnkd.in/dyKktX94   Link to the final report: https://lnkd.in/dmkf56v5 Sylvia Mwamba, Ph.D. Mtise Mwanza Jake Gulinello Kashif Ahmed

The customer is not always right. Neither are donors. I’m going to let you listen in on a few great conversations I’ve had with supporters so far this year. Whatever your occupation, learning to recognize and respond graciously thinking fallacies will benefit you and others. Conversations 1: --> Donor: I could help when you were a smaller organization. But now my gift is not big enough to make a difference now. --> Flawed Reasoning: The 'drop in the bucket' fallacy is when someone believes their small contribution won't make a difference, so they don't contribute. However, small contributions add up to make a big impact. --> My Response: $25 provides an inside participant with a workbook and all the materials needed to take the yearlong program. I know you believe in the program as you’ve supported it for a long time. You've personally met some alumni. Your $25 gift purchased their curriculum - it mattered to them. Conversation 2: --> Donor: You’ve added a few new team members. You were getting the job done with fewer people a few years ago. --> Flawed Reasoning: Uninformed assumptions. --> My response: I appreciate why this could be a concern. Can I share with you the new initiatives we’ve taken on? And why we’ve moved some things we were outsourcing in-house? And how we are providing better outcomes than ever before? Conversation 3: --> Donor: You’ve developed partnerships with major organizations like Stand Together, Truist, Grace Church, and Milliken. You should have all the funding you need. --> Flawed Reasoning: Jumping to conclusions and hasty generalizations --> My response: We are proud to have supporters who have a strong brand and are making significant contributions. Yet, the funding combined from these supporters is only 14% of our total budget. With more support we can provide more men and women with transformational opportunities. A Few Takeaways: Don’t be afraid to address misconceptions. Not just at work either. In all of your relationships. Even when you communicate well. You’ll need to communicate more. We are all prone to faulty reasoning. Consistently ask yourself : What assumptions am I making? Do you have any great experiences from when someone gracefully (or not) challenged your assumptions – and you benefited?

Major donors don’t give to organizations; they invest in causes and transformations. It's easy for us in the nonprofit sector to get caught up in the daily grind and sometimes overlook this fundamental truth. But, friends, understanding this is the linchpin to successful fundraising. The fact is, your donors, especially the major ones, aren't as fascinated by your organizational structure, your staff credentials, or your internal processes as you might think. Instead, they are drawn to the change you are effecting in the world, the lives you're uplifting, and the issues you're battling against. So, what’s the actionable advice here? Narrative Focus: Shift your narratives from organizational accomplishments to real-world impact. Share stories that resonate, tug at heartstrings, and showcase tangible change. Engage Personally: Major donors deserve personal attention. It's crucial to understand their motivations, values, and the change they wish to see. Transparency is Key: Show them the direct line from their investment to the transformation. Don't gloss over the challenges. Be genuine about where you stand and where their aid is taking the mission. Lastly, remember that stewardship doesn’t end after the donation is made. Continue to engage, inform, and involve them. When they invest in a transformation, they're eager to see the story unfold. And you, as nonprofit leaders and fundraisers, are the custodians of that story.

One of the biggest misconceptions in fundraising is that people only give to solve a problem. They don't. Not entirely. They also give because of who they become in the process. Here's what I mean: In faith-based giving, the transaction is never just financial. The donor isn't just funding a cause. They're fulfilling an obligation. Building their character. Investing in something that extends far beyond the recipient. They give because generosity is an act of worship. Because they want to fulfil a responsibility. Because they want to draw closer to God. Yes, the project matters. The impact matters. But so does the transformation of the donor. And when you truly understand that, your fundraising language changes completely. You stop leading with need alone. You start leading with vision. With purpose. With the opportunity to be part of something greater than yourself. I've found that the organisations that raise most effectively don't see fundraising as collecting donations. They see it as inviting people into the mission. Because, ultimately, people don't just want to give money. They want to become the kind of person who gives. That's a very different mindset. And it changes everything, how you communicate, how you build donor relationships, and how you think about fundraising itself.