Donor Psychology: Do you know what really makes your supporters feel good?

Funny thing about fundraising is that it all boils down to this: Making sure that your supporters feel good!
I know, I know. In the books and webinars, they’ll say, “It’s all about proving impact and results.” Others will say, “It’s all about relationships.” And, yet many more will say, “It’s all about the mission.” But I’m here to say that it’s really all about simply making sure your supporters feel good. And, they will if you give them great experiences, add value to their lives, and provide extraordinary customer service!

So now the question is: Do you know what will make each major donor and each planned gift lead or supporter feel good about their decision give to your organization?
I’ll give you a hint, it probably has very little to do with charts and statistics about impact and more to do with something personal. Proving impact only assures donors that you’re doing good with their money. It reduces donor remorse and builds trust.

Some people might be lonely. Getting involved might quench their thirst for a connection. Give them that opportunity and they’ll feel good.

Others might want to memorialize someone they love. Give them a chance to do that and you’ll make them feel good.

Many simply want a shot of dopamine to lift their spirits up. Enable their giving and you’ll make them feel good.

Get the idea?

Bottom line: Find out what really makes each of your donors feel good and you’ll raise more money.
These days, finding that out is easier than ever. There’s a donor survey platform that raises money and generates leads. How do I know?…. I invented it!

After generating millions of responses from donors in 4 countries around the world, we’ve read a lot of reasons why people give. Below are most of the reasons they relayed through our platform to benefit our clients’ fundraising efforts.

why people donate major gifts to charities

Related Posts:

>>5 thoughts that might lead your supporters to feel donor remorse
>>7 simple ways to engender fondness among your supporters for yourself and your nonprofit’s cause

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claire axelrad
6 years ago

Amen. I always tell people: If you want gifts, you must give them. An offer to join you in your important work can actually be a ‘gift’ to your donor — providing you’re able to get inside their head and understand their needs and motivations for giving. Consider your donors as essential players in your mission. As blessings. As heroes. Honor them by sharing amazing stories into which they can’t help but want to enter.

6 years ago
Reply to  claire axelrad

Brilliant! …as usual Claire. Thanks for your insights.


[…] The primal brain is all about survival; therefore, it cares mostly about itself, and it is more concerned with threats than opportunities. In the end, fundraising is all about making your supporters feel good, as pointed out by Greg Warner at Market Smart. […]


[…] said it before. Fundraising is all about making sure your supporters feel good. Of course, that’s easier said than done—especially when you consider how your wealthy donors […]

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