Exploring Donor Motivations

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?

The Soul of Philanthropy: Reimagining Donor Relationships Beyond Transactions Drawing from O'Donohue's wisdom about connections, let's explore a deeper framework for donor engagement that transcends traditional philanthropy models. "Real intimacy is a sacred experience. It never exposes its secret trust and belonging to the voyeuristic eye of a neon culture." - John O'Donohue Research-Backed Insights: --Organizations practicing "deep-level" donor engagement see 340% higher lifetime giving --Donors who experience genuine belonging contribute 4.2x more frequently --89% of major donors cite "deeper meaning" as primary giving motivation --Relationship-centered fundraising yields 5x higher planned giving commitments Beyond Transactional Philanthropy From Metrics to Meaning --Replace ROI conversations with impact narratives --Share stories of transformation over statistics --Honor the deeper "why" behind giving Community Integration --Break down donor-recipient barriers --Build genuine belonging ecosystems "When you are understood, you are at home. Understanding nourishes belonging." Strategic Implementation could look like this: --Replace traditional donor levels with meaning-driven engagement paths --Create intimate dialogue spaces instead of large galas --Develop donor wisdom circles --Practice story-centered stewardship Question for Advancement Leaders: How might your donor relationships transform if you approached them as partnerships rather than financial transactions? #PhilanthropicLeadership #DonorEngagement #Fundraising #NonprofitLeadership

Why do YOUR donors give? So often, we want to simplify the answer to this question with just one word: Trust. Relationship. Impact. But we all know it’s far more complex. What I'm reading this week as a philanthropy PhD student is...sociology. Insights from Dr. Emily Barman in the Annual Review of Sociology highlight how social contexts shape philanthropic behaviors. Sociologists emphasize that successful fundraising goes beyond appealing to altruism or self-interest. It involves leveraging social networks, norms, and institutional structures influencing giving. We can develop more effective, inclusive, and impactful fundraising strategies by integrating these insights. Micro-Level Factors: Individual characteristics like age, education, and religious involvement significantly influence giving patterns. Fundraisers can tailor their approaches to align with these demographic insights, ensuring our appeals resonate more deeply with potential donors. Meso-Level Factors: The relationships between donors and organizations play a pivotal role. Effective solicitation often hinges on strong, trust-based relationships. Investing in relationship-building efforts can enhance donor engagement and retention. Macro-Level Factors: Broader societal and institutional contexts shape the overall landscape of philanthropy. Understanding the legal and cultural frameworks that incentivize giving can help us navigate and leverage these systems more effectively. Key Takeaways for Fundraisers: ⏹️ Broaden Our Lens: Move beyond focusing solely on donor motivations. Consider the social contexts and networks that influence giving behaviors. ⏹️ Invest in Relationships: Strengthen ties with donors through personalized engagement and consistent communication. ⏹️ Leverage Institutional Knowledge: Stay informed about legal and societal trends affecting philanthropy to adapt our strategies accordingly. Barman, E. (2017). The social bases of philanthropy. Annual Review of Sociology, 43(1), 271-290. #Philanthropy #Fundraising #Sociology #Giving #Nonprofits #SocialImpact #AnnualReviewOfSociology #StrategicFundraising #BackoftheLibrary

We Can't Make People Philanthropic But We Can Deepen or Discourage Their Philanthropy In a long career that led me to interact with thousands of donors, I can say with certainty that I never caused a single person who had never been philanthropic to become so. That was beyond my ability. Everyone had made the decision to give at some point on their own. The seeds of philanthropy were already within them. That is why I always met them with appreciation, if not awe, and gave them credit for "gifts given" not us for "dollars raised." Yet, I know I made a difference in their philanthropic direction, outlook and intensity. I know many of you have, too. I also know we can do more - either more good or more harm. We can: Help donors better understand the source of their philanthropic instincts and put them in touch with their deeper motivations that will lead to deeper, more meaningful commitments, or we can skim off the good in them and leave them feeling used Help donors heal from traumas and tragedies but showing them how to convert harm into help and how helping others will lessens their pain, or we feign understanding and leave them feeling largely unheard, unhelped and unhealed Help donors find kindred spirits by putting them in touch or in community with other donors with similar backstories, values or interests and thereby abate their loneliness and heighten their joy, or leave them outside our organizations to be worked by a single fundraiser being flogged to find more Show donors that we will work as hard for them as we do for the cause we represent, or we can contort ethical reasoning and claim that our good intentions, often unsupported by notable deeds, allows us to take more than we give Look for and nurture the best in donors despite their flaws, or cite their flaws as a function of wealth and create sanctimonious us-them paradigms Cause donors to see our field as one composed of conscientious facilitators committed to building stronger communities of shared purpose or leave them feeling that our line of work is overpopulated with grinning, ingratiating, falsely cheerful imposters It's up to us. The more we deepen ourselves, the more we help others do the same and together give more meaning to philanthropy itself. Tomorrow is Monday. We can choose how to start our week and how to reorient our careers.

Stop asking donors what they want. Start watching what they actually do. Donor surveys lie. Donor behavior tells the truth. Your donors say they want: Less frequent communications More information about programs Fewer solicitations More volunteer opportunities But their actions show: They open emails about impact stories, not program details They respond to clear asks, not subtle hints They engage with personal content, not organizational updates They give to emotional appeals, not rational ones The organizations that grow don't just listen to what donors say. They watch what donors do. Pull your email metrics from the last six months. Look at: Which subject lines got the highest open rates Which content received the most clicks Which appeals generated the most responses Which stories drove the most engagement That data tells you what your donors really want, not what they think they want. Because your donors aren't lying in surveys. They just don't always know what actually motivates their own behavior.

Fundraisers: you probably know we will begin to see a massive $84 trillion wealth transfer from Boomers to younger generations (lookin' at you, Millennials and Gen Xers). Most nonprofits need to rethink how we approach legacy giving. Boomers are our target audience for legacy gifts. But we need to begin thinking about how to engage younger donors in legacy giving, now, and embrace new strategies that align with the values, interests, and preferences of an increasingly tech-savvy, socially conscious donor base! Key things to note: Younger donors are more socially conscious. Millennials prioritize giving to causes that align with their personal values and ethics, at higher rates than previous generations. So, when pitching legacy giving, don't make it all about tax benefits. Instead, understand their motivations and connect your cause to the issues that speak to their hearts—and their Instagram stories. The future is digital. No shock here, right? 80% of Millennials are comfortable with digital interactions with nonprofits. The future state is still a ways off, but in 20 years, sending legacy gift brochures with photos of geriatric Barbie & Ken-esque models signing paperwork through the mail is probably not going to cut it. Instead, creating engaging content on digital platforms, and a sleek, mobile-friendly website is a must. Flexibility is key.  From 9/11 to the subprime mortgage crisis to COVID, the last 25 years have given Millennials and Gen Xers plenty of reason to want options, not rigid financial commitments. They know that they can wake up to unexpected, widespread chaos. 61% of Gen X donors report a desire to leave a lasting impact IF they maintain control over their giving and make adjustments to it. Involvement matters. I recently wrote on the importance of high quality volunteer experiences. But younger donors don’t just want to scoop the mashed potatoes at your meal service. Some want to hear the challenges and weigh in on solutions or give alongside others to make a bigger impact. Practical tips: Ditch the traditional lingo. Use language that resonates—skip the “estate planning” and focus on fueling lasting change and making an impact beyond their lifetime. Engage on social with storytelling and behind-the-scenes content. Pull back the curtain a bit. Younger generations want transparency and authenticity. Show how their legacy gift will drive future impact. Offer them control with options like customized bequest planning or flexible giving models to appeal to their desire for customization. Build community. Give donors a chance to make a collective impact. Giving Circles can work internally - consider bringing some donors together to discuss how they could commit to giving together long-term to fund a new initiative, making a real lasting difference around a cause and solution that matters to them - and begin the legacy giving conversation. Fundraisers, how are you seeing legacy solicitation and giving begin to change?

Nice vs. Kind Don't Just Be "Nice" to Donors. Be Kind. Nice says, "Thank you for your gift." Kind asks, "How did giving make YOU feel, and how can WE deepen that feeling together?" Kindness activates empathy and warm-glow satisfaction, the very emotions that predict repeat giving and lifetime value, while niceness merely meets social expectations. Here's the gap in practice: "Nice" (Transaction-Focused) - Generic email receipt within minutes - Annual impact report blast - Holiday card signed by staff "Kind" (Relationship-Focused) - Handwritten note referencing a personal motivation that the donor mentioned - Quarterly micro-updates tailored to the donor's favorite metric - Surprise video greeting from a beneficiary who benefited from their gift Three Ways to Shift Beyond Nice to Kind 1. Mirror Their Motivation - Use donor interviews and call notes to identify why they give (legacy, gratitude, social proof). Reflect that back in every touchpoint so they feel seen, not segmented. 2. Engineer Moments of Elevation - Behavioral researchers point to the "peak-end rule" of memory. Design one unexpectedly delightful experience (e.g., a live Zoom walk-through of your project site, or a child's drawing mailed to their office) that becomes the story they retell. 3. Close the Empathy Loop Quickly - The longer the lag between gift and tangible impact, the faster dopamine fades. Ship a photo/video or short voice memo within 72 hours to lock in the donor's high. Kindness isn't extra—evidence-based stewardship multiplies retention, upgrades, and referrals. Let's move beyond just polite transactions into authentic generosity. How are you weaving kindness into your donor journey this quarter? #Fundraising #Philanthropy #Nonprofits #BehavioralScience #DonorRelations #NonprofitLeadership

The Most Overlooked Fundraising Skill It’s not persuasion. It’s not storytelling. It’s not even the perfect pitch deck. == It’s LISTENING. The best fundraisers I know talk less in donor meetings. They focus on asking thoughtful questions… and then staying silent long enough for the real answers to surface. Silence can feel uncomfortable but it’s in those pauses that donors reveal what truly matters to them. = When you really listen, you hear more than words. = You understand their values, motivations, and priorities. = You learn the stories that shape how they give. And here’s the magic: ==The more you understand what moves a donor, the less you have to “sell” and the more they want to invest. Fundraising isn’t about convincing someone to care. It’s about discovering what they already care about and showing them how your work aligns with it. So, next time you’re in a donor meeting, try this: ==Ask one powerful question. ==Listen without interrupting. ==Let silence do its work. You might be surprised how much your fundraising outcomes change when you speak less… and listen more. #CSR #Fundraising #Donorrelations

The best fundraising doesn't start with a story. It starts with a question. What moves our donors? What stops them in their tracks? What are we assuming that might not be true? Insight isn’t just a buzzword. It’s the foundation for high-impact fundraising. And too often, we skip over it in the rush to launch the next campaign. Robin Hafitz and her work are so valuable in boardrooms that companies like Amazon, ESPN, and Food Network hire her. Her insights are just as valuable for fundraisers. She doesn’t just ask smart questions—she helps people understand the deeper beliefs, tensions, and motivations behind behavior. And when you have that? You can stop guessing. You can start connecting. And you can raise more money—with less waste and more meaning. I've seen this shift firsthand. When we do the research—when we really listen—everything changes: – Messaging gets clearer – Segments get sharper – Appeals land better – Donors feel seen That’s the path from insight to impact. Robin and I met through Entrepreneurs' Organization, where we’re in the same Forum. She’s a trusted voice in my life—and in the lives of so many leaders who want to go deeper than click rates and clever headlines. If you want to talk with your donors instead of at them, maybe don’t start with a rewrite. Start with better questions. And let insight lead the way. #Fundraising #NonprofitLeadership #MarketResearch #StrategicGiving #DonorInsights

You’re not asking enough questions. You’re in a visit with Sue when you ask her why she gives to your org serving the hungry. She says something like, “well I just think y’all do a great job and want to help!” As a fundraiser it’s easy to just move on after a comment like this. BUT YOU’RE MISSING THE REAL STORY! There’s almost always more to the story. Don’t move on. Say something like, “Sue, there’s lots of people who think we do a great job and want to help, but they don’t give us $10,000/year. What’s led you personally to such a deep level of commitment?” Almost every time someone gives a gift that’s significant to them, there’s a significant story there. Find out what that story is. You’ll understand the donor’s motives better AND… you just might be the first person in a long time to truly want to listen to the things that matter most to them. #OneVisitAway #nonprofits #philanthropy #MajorGiftMillions