Unlocking Donor Motivation
- Chris B.
- 2 hours ago
- 2 min read
One of the most underrated skills in fundraising — especially major giving and planned giving — is learning how to understand donor motivation. Not just why they gave once, but why they continue giving, what keeps them connected, and what kinds of programs or projects might resonate with them in the future.
There are a few questions I’ve used over the years that consistently unlock donor motivation.
The first is asking about their origin story. More specifically: How did you first get involved with our organization?
It’s open‑ended, and it gives donors room to share the real story. Maybe they came to an event with a friend. Maybe a family member was connected to your mission. Maybe they were directly connected to your mission. Whatever the answer is, it’s gold. And it’s a question we should be asking far more often, especially in face‑to‑face conversations.
Another question I love asking is about the other nonprofits they support.
To do this well, we have to let go of the mistaken assumption that donors are “ours.” We are their charity — they are not our donors. Donors support multiple causes because multiple issues matter to them. Asking about those other organizations helps us understand what’s on their mind, what they value, and what themes shape their generosity.
And sometimes, it even reveals opportunities for collaboration or shared stewardship approaches. At the very least, it helps us cultivate and steward the relationship with more nuance.
Two final notes I always share when talking about donor motivation:
First — if you’re not in the habit of having these conversations, that’s a skill you’ll need to build. Donors sometimes need practice too. If your organization has never called donors, they may not know what to do when you do call them. But with persistence and clarity, you’ll get to a place where these conversations feel natural — and you’ll learn so much more about the people who make your mission possible.
Second — curiosity only works if you’re actually listening. You might walk into a meeting with a handful of great questions ready to go, but don’t be so tied to your list that you miss the real openings. The best insights come from following the thread of what the donor is already telling you.
When we approach donors with curiosity and genuine listening, we unlock the kind of understanding that strengthens relationships for years to come.
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