For nonprofit fundraisers, gaining insight into donor motivations and values is key to building meaningful relationships. Strategic questions are one of the most important tools for discovering what inspires donors to give and cultivating true partnerships.
According to fundraising expert Karen Osborne, the quality of questions fundraisers ask directly impacts their ability to gain donor insight. Rapport-building questions like “How did you meet your spouse?” are useful for establishing a connection but fail to reveal donors’ passions or motivations.
Fundraisers should move beyond superficial questions to unpack why donors care about certain causes and issues. For example, instead of accepting a short response about a donor’s career, fundraisers could ask follow up questions such as “What did you find most rewarding about that work?” or “How did that experience shape your perspective?”
Fundraisers also need to understand donors’ philanthropic values and goals.
Questions such as “What causes are most meaningful to you and why?” or “If you could resolve one problem in our community what would it be?” provide insight into donors’ priorities and vision for change. With this understanding, fundraisers can then have more meaningful discussions about how the nonprofit’s mission and programs align with donors’ values.
While preparing thoughtful questions is key, practicing active listening is equally important.
Donors will reveal a great deal if fundraisers are fully engaged and paying close attention. According to expert Jim Langley, unpacking responses through follow up questions demonstrates fundraisers are genuinely interested in donors’ perspectives and stories. By listening for meaning and emotion in donors’ voices, fundraisers gain deeper insight into their passions and priorities.
Fundraisers should develop a list of strategic questions tailored for each donor based on their interests and biography.
Thought-provoking questions spark engaging conversations where donors feel heard and understood. With the insight gained from these meaningful discussions, fundraisers can cultivate true partnerships and craft fundraising proposals donors are excited to support. The secret to gaining donor insight is simple: ask good questions and listen intently for the answers.
View the full recording of this session in our Resource Library.