Why Donors Give: Clarity, Connection, Impact
By Josh Dunbar, Donor Services Manager
The journey of every nonprofit professional is trying to figure out why donors give and how to make your organization more appealing to those individuals. As a former executive director of a small nonprofit, I understand the challenge of being innovative in your fundraising strategies while combating donor fatigue. It often feels like chasing a moving target – wanting to steward current donors well while also diversifying your base to support your growing organizational needs.
OCCF’s Jennifer Stewart with members of the Hefner family.
How your organization communicates its needs shapes donors’ understanding of what is urgent in our community. If the need is not clear, giving won’t follow.
Earlier this summer, OCCF hosted a series of donor listening sessions to gain a deeper understanding of their perspectives on the sector. We wanted to hear what they were hearing so we could understand how we could be better stewards to them and better support your organizations. Overwhelmingly, donors recognize the rising demand and shrinking resources that organizations are facing. However, they often feel uninformed about which organizations are most affected and how widespread those impacts truly are in the work organizations are doing.
What they value are clear, achievable asks; transparency about how funds are used; and confidence that their support creates measurable, lasting impact. Many also want to know how their giving can help organizations build sustainable models for long-term effectiveness. Other donors even mentioned how they would love to participate and contribute their own professional or technological skills to help the organization be more resilient in times of instability.
We gained so much insight from our donors this summer, but I think there is an overwhelming takeaway that might help you better understand why a donor chooses to give the way they do: it really comes down to you! How your organization communicates its needs shapes donors’ understanding of what is urgent in our community. If the need is not clear, giving won’t follow.
The individuals who attended these conversations were among the most involved in this community, and yet they all felt ill-informed about the community’s pressing needs. The more you make your needs known and impress the “why” behind the work being done, the easier it is to sell to these individuals who want to financially support. Then, if there are non-monetary ways for individuals or businesses to get involved with your organization, communicate those opportunities consistently.
The 1-2-3 of Getting Donors to Give
- Communicate the Realistic Need
- Explain How Your Organization Meets That Need
- Show How a Donor Can Join Alongside You in the Good Work You Are Doing
If you forget everything else I’ve talked about, remember that donors give when you (1) communicate the realistic need, (2) explain how your organization meets that need, and (3) show how a donor can join alongside you in the good work you are doing. This is not revolutionary, but it is meaningful to the individuals, families and organizations that want to support but don’t always know how. Do these things well, and donors are eager to give.
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