In 2024, something remarkable happened.
More than half of nonprofits in the M&R Benchmarks study took intentional steps to understand their audiences. According to the 2025 report (linked) 52% of participating organizations conducted some form of donor research, from surveys to interviews, to learn what really motivates their supporters.
It’s hard to believe it took us this long, but this is the first time M&R even asked participants how they conduct research, essentially, a survey about surveys (Now that’s meta!). The results are clear: knowing your audience is no longer a nice-to-have. It’s essential.
Why Donor Research Matters
Polls tell you what people think. Research tells you why.
That insight is what helps nonprofits move from transactional fundraising to transformational engagement.
When you know why your supporters care, what values drive them, what kind of language resonates, and what they’re tired of hearing, you can shape marketing and fundraising messages that feel personal, timely, and meaningful. That’s how you build loyalty, boost retention, and raise more support.
Donor research is pure revenue-driving gold.
But We’re a Small Nonprofit—How Can We Afford Donor Research?
Believer me, I get it. I heard this during my time at LSS, a regional nonprofit with a budget exceeding $50 million. It seems there’s never enough for marketing research.
But you can afford it. You can. Audience research doesn’t have to mean paying for a five-figure consulting firm or fancy software.
Here are simple, low-cost ways small nonprofits can learn more about their donors:
1. Send a 5-Question Survey
Use a free tool like Google Forms or SurveyMonkey to ask your email list:
- What inspired you to give?
- How did you hear about our programs?
- What issues/programs matter most to you?
- What content do you enjoy most from us?
- What kind of updates would you like to receive?
- How likely are you to recommend us to a friend? NOTE: This question is VERY IMPORTANT because it is a reliable way to measure donor engagement and loyalty. Read more here.
Keep it short, offer a thank-you message, and be clear about how you’ll use the results.
2. Schedule 10-Minute Donor Chats
Pick five donors from different giving levels and invite them to a short phone or Zoom conversation. Ask open-ended questions like:
- “What first brought you to our organization?”
- “How long have you donated to our organization?”
- “What keeps you engaged?”
- “How would you describe the programs we provide to a friend?”
- “Do you feel that your donations make a difference?”
- “What could we do better?”
Take notes and look for patterns in their answers. This qualitative insight is so valuable to inform impactful messaging.
3. Run a Poll on Social Media
Use Instagram Stories, Facebook, or LinkedIn polls to ask simple questions:
- “What would you rather see: behind-the-scenes stories or program updates?”
- “Do you prefer short emails or in-depth newsletters?
These quick polls help shape your content calendar without much effort.
4. Add a Survey Question to Each Thank You Email
At the bottom of each acknowledgement email, add a simple question and link to answer it. This is a good place to ask that very important NPS (“Would you recommend?”) question.
5. Read Between the Lines
Your data is talking, even if you haven’t asked for it directly.
Look at email open rates, donation page drop-offs, or which social posts get shared most. Tools like Mailchimp or your donation platform often offer basic analytics for free. If a monthly giving appeal with donor quotes outperforms one with stats and graphs? That’s research.
No Matter What Donor Research Road You Take — Plan to Do it For the Long Term
Times change, people change, circumstances change. Donor research is never a one-and-done endeavor. The minute you stop asking questions, you start losing ground with your stakeholders. The best donor research strategies are built into every outreach and fundraising campaign. Build a concurrent donor feedback loop that consistently feeds you up-to-date information for more informed decision making.
Donor Research Is the Foundation for Messaging That Works
When you understand where your donors are in their journey, from first-time supporter to long-time champion, you can craft messages that meet them where they are.
For example:
- A new donor might need reassurance and clarity: “Here’s the impact your first gift made.”
- A long-time supporter might need inspiration: “You’ve helped us get here. Let’s dream bigger together.”
You Don’t Have to Be a Research Pro to Get Started
What matters most is curiosity and follow-through. The best research starts with a simple question: “What do our donors care about?” Then, instead of guessing…ASK.
When you understand your supporters, you don’t just raise more money. You build real relationships.
And in this crowded, distracted world, relationships are everything.
Would you like some assistance in building a donor research strategy? I’d love to help! Schedule a discovery call with me today.
