Why Donor Surveys Matter (and How to Use Them)
- Keith Greer
- Jun 4, 2024
- 3 min read
Updated: Aug 27
The Overlooked Power of Donor Surveys
You don’t need a marketing degree or a 5-person data team to know your donors better.
You just need to ask.
And yet, so many fundraisers hesitate when it comes to surveys — not because they don’t care, but because they’re already carrying so much. Surveys can feel like one more project to plan, draft, and follow up on. What if no one responds? What if it sounds impersonal? What if it’s not worth the effort?
But here’s the truth: a thoughtful donor survey — even just three well-placed questions — can shift your entire strategy. It can deepen trust, clarify messaging, and increase retention. It’s one of the simplest ways to move from guessing to knowing.
Let’s talk about how.
Why Understanding Donor Motivations Changes Everything
A good donor survey isn’t about demographics. It’s about desire.
What do your donors care about most?
Why do they give to you, not somewhere else?
What keeps them engaged (or makes them quietly drift away)?
These questions might sound big, but you can answer them with one small survey — and the right mindset.
When you know what programs matter most to a donor, your appeals write themselves. Instead of general updates, you’re able to send a story that lands right in their heart. If a donor says they care most about wildlife protection? That’s the program you highlight in your next newsletter.
AI can draft it. You decide if it’s ready.
Surveys can also uncover why someone supports your cause — especially when that “why” is personal. A donor might be giving because they lost someone to cancer, or because they received a scholarship that changed their life. Knowing that isn’t just helpful. It’s sacred. And when you acknowledge it with care, you build connection that lasts.
Surveys Build Belonging, Not Just Data Sets
There’s a moment in this episode where Keith shares a story: a school alum responded to a survey saying, “I graduated 40 years ago, and this is the first time the school has asked for my feedback. I’m so excited.”
That’s what this is really about.
Donor surveys are an invitation. A way of saying: You’re not just a name in our database. You matter.
When people feel seen, they stick around. And more than that — they show up. They open emails. They share stories. They give again.
Surveys can also identify groups who are craving deeper engagement: those interested in volunteering, advocacy, or even major gifts. You’re not just collecting data. You’re building community.
How Can Fundraisers Use Surveys Without Burning Out?
Start small.
You don’t need a 10-question form. You need one nudge toward clarity.
Try this on Monday:
Prompt: “Draft a 3-question donor survey to learn what our supporters care most about. Include a mix of checkbox and open-text.”
Paste it into ChatGPT, your CRM tool, or whatever assistant you’re using. You’ll get a starting point — and then you can tweak.
Here’s a simple checklist to keep it manageable:
Use 3–5 questions max.
Include at least one open-text field.
Time it with gratitude (post-gift or anniversary).
Only ask what you’re ready to act on.
And yes, your CRM might already have a survey function. If so, use it. Many tools can automate timing based on donor actions — no extra logins needed.
From Feedback to Action: The Follow-Through That Builds Trust
A survey with no follow-up is worse than no survey at all.
But you don’t need a full report. You need one thoughtful reply.
If donors say they prefer email to direct mail — make the switch. Then say, “You told us you prefer email. We listened.”
That’s it. That’s the loop. Ask → Act → Acknowledge.
This small act builds massive trust. Donors feel like stakeholders, not spectators.
And when you share updates like “We created this new volunteer opportunity because so many of you asked for it,” you’re reinforcing a story where they are the changemakers — not just your organization.
That’s what keeps people close. Not just information. Belonging.
Next Steps: Let AI Help You Personalize Surveys and Save Time
If you’re ready to try your first donor survey — or improve the one you already have — you don’t have to build from scratch.
The Fundraiser’s AI Starter Suite includes:
Privacy-safe donor survey prompts
Step-by-step survey creation workflows
Templates for different types (welcome, motivation, feedback)
Quick tips for writing questions that sound human, not robotic
It’s built for fundraisers like you — the ones carrying too much, who still want to do this well.
If you’re ready, I’d be honored to walk with you.
