What major donors actually think before they give.
Most fundraising advice comes from fundraisers.
We interview major donors. We learn what nonprofits do to build or break their trust.
We find patterns to help fix fundraising.
Insights from major donors representing $100M+ in charitable giving.
Why donor psychology matters
Most organizations think:
Make more impact.
Get more money.
But donors tell a different story. They talk about:
- Understanding your impact
- Clear plans
- Trust
- Leadership
- Relationships
The findings below help explain why donors say yes—and why they sometimes stop saying yes.
Major Donor Findings
Every finding is a signal.
When donors repeat the same ideas, we pay attention. Those patterns help us understand what builds trust, what breaks trust, and what makes people give.
Donors are not lifers by default
Fundraising treats giving like a pattern to predict. Relationship treats giving like a person to understand.
Find people already close to your mission
We overthink fundraising. Donors don't.
Donors fund leaders they trust
Donors don't fund problems. They fund leaders they believe can solve them.
Can this enterprise hold water?
Donations aren't just charity. They're assignments. And donors are trusting your organization to carry them well.
Donor expectations for relationship increase over time
Loyalty compounds. So does neglect.
Project Expense vs Vision Shares
Project Expenses keep the lights on. Vision Shares turn donors into builders.
Large donors need probability of impact
Most fundraisers build for moments of passion. Larger donors decide based on probability of impact.
Nonprofits can mislabel donors
Donors quietly close doors when you assume who they are from what they gave.
Donor burnout is experience failure
Donors were voting long before then. We just weren't listening.
Repeatable stories get repeat gifts
If a donor can't repeat your story… they won't repeat their gift.
First gifts are tests
Your first gift isn't a commitment. It's a test. Your next gift is decided by what you proved in your last one.
Donors give the most to the causes closest to them
The closer you are to what matters to them… the less you have to figure out. The further you are… the more you overthink.
Your name is already on the check
Your name is already on the check or it's not.
Entrepreneur donors ask entrepreneur questions
If you're not ready for entrepreneur questions, your pitch starts sounding like snake oil.
Give to us vs build with us
Relationship is the difference between "give to us" and "build with us."
Miss their heart chasing quota
We never mean to... but sometimes we miss their heart chasing quota.
We study what breaks fundraising.
After interviewing major donors representing more than $100M in charitable giving, one thing becomes clear:
Donors leave clues.
They tell us what builds trust.
They tell us what damages trust.
They tell us why they give.
They tell us why they stop.
Those patterns help us understand what's broken in fundraising—and how to fix it.
