Nonprofit fundraising is often a guessing game. We make assumptions about what motivates our donors and how to best engage them based on conventional wisdom or what works for other organizations. But by speaking directly with donors, one university gained invaluable insight into how to strengthen ties with long-time supporters.
For 15 years, the university had been sending donors standard communications and hosting events to show appreciation. They believed this was enough, but university leadership pushed them to enhance their donor stewardship plan. Before reinventing their strategy, the fundraising team conducted in-depth interviews with 31 loyal donors to discover their true motivations and desires.
The interviews revealed surprising results. Donors cared deeply about the university’s impact and longevity, not benefits or recognition. They wanted more updates on programs, students, and milestones; one update a year wasn’t enough. Many donors were eager to engage in campus events beyond donor-only receptions. And nearly all were willing to recruit new donors if asked and matched with the right opportunity.
With this knowledge, the fundraising team created a customized donor engagement strategy focused on three areas: impact, community, and transparency.
They reported on key university achievements and student life 4-6 times a year through letters and social media. They launched an open speaker series on current events that donors could attend, and saw impressive turnout. They also developed meaningful volunteer roles for donors to directly advance the mission.
Most notably, the university asked loyal donors to share why they supported the institution on video to inspire new and renewing donors. Response was overwhelmingly positive, indicating that long-time donors feel great pride in their giving and institution.
By listening to and learning from devoted donors, this university gained actionable insights to strengthen donor relationships in authentic, lasting ways.
Speaking with donors—however informally—can help nonprofits move from guessing games to tailored strategies that truly serve those who make their mission possible. The power of listening should not be underestimated.
View the full recording of this session in our Resource Library.