Fundraising Training:What Donors Want

By Antone Neugass

What do donors want?

?

For many non-profits, it’s harder than ever to know what donors really want. This presentation sheds some light on this question in an effort to help you maximize your fundraising success.

Most Donors Want

• To make an impact or difference (results)

• To give to causes they are passionate about

• To give to effective, efficient, and trustworthy organizations

• Acknowledgement and the option for recognition

• To know how their donation was used

• To know how you are collaborating and leveraging their gift

So You Should• Provide results

• Engage people’s passion

• Emphasize the meaning of their donation

• Ensure transparency

• Provide opportunities for recognition

• Increase involvement through regular communications

• Listen, learn, and understand their motivations for giving

Bi- and Multi-lateral Agencies Want• To advance national or global

objectives (diplomacy)

• To invest in large interventions with large impacts

• Transparent and effective aid

• To leverage partnerships and other support

• Private sector perspective/input

• Rigorous theory of change, methodology, management, and evaluation

You Should

• Strictly adhere to guidelines and requirements

• Provide analytical and well-grounded theories of change

• Construct cohesive, measureable, outcome-focused log-frames

• Demonstrate rigorous evaluation methodology and planning

• Demonstrate appropriate, well conceived, strategic partnership opportunities

Corporations Want• A return on investment

• To expand markets and access

• To achieve compliance and manage exposure

• To protect and enhance their brand and image

• Access to information, networks, experts

• To develop community

• To best their competitors

• To increase retention and workforce loyalty

• To engage and entertain customers and employees

You Should• Emphasize the value of

the relationship

• Use short and concise communication

• Focus on results and benefits

• Highlight promotional opportunities

• Facilitate networking

• List other corporations that you work with

• Provide case studies

Individual Donors Want• To help others and give back

• To give to reputable organization that won’t waste their $

• To give to organizations with legitimacy and respect

• To hear personal stories about why their gift is needed

• To be involved

• Personal attention and recognition

• To know the latest news and current developments

You Should• Engage on personal and

emotional level (e.g. stories, pictures, experiences, testimonials)

• Focus on key causes

• Tailor communication

• Highlight how investment has benefited the organization

• Use non-technical, jargon-free language in your communications

Foundations Want• To support their causes and

fulfill their missions

• To maximize impact by funding most effective organizations

• To acquire and share tools, best practices, and information

• To invest in experimental ideas with high chances of success

• Private sector perspective/input

• To leverage partnerships

You Should• Focus on key causes

• Use their keywords and phrases

• Follow guidelines carefully

• Draw connections to other issues/projects they care about

• Focus on lessons learned and overcoming challenges

• Show how helping them achieve their priorities

• Emphasize partnerships and efficient implementation

• Communicate regularly

About Antone Neugass: For more than 10 years Antone has helped nationally and internationally recognized non-profit organizations achieve fundraising success. Antone is an experienced grant writer and has expertise in organizational development, non-profit management, monitoring and evaluation, and strategic communications.

aneugass@hotmail.com