Donor surveys can be an effective, powerful addition to your established marketing and outreach program. If you haven’t yet conducted a donor survey, consider the benefits it can provide to your supporters and your organization.
A donor survey enables your supporters to feel:
• Connected, making them more likely to give or engage
• Informed, if you choose to incorporate accomplishments, accolades, and new initiatives into the survey questions
• Empowered to share their thoughts and ideas
• Helpful, particularly if they believe their input will have an impact
A donor survey benefits your organization by:
• Building relationships and deepening partnerships through an opportunity for feedback and dialogue
• Increasing your understanding of your donors’ motivations, preferences, and decision-making process, which can help you craft more strategic donor communications and provide stronger donor support
• Uncovering any areas of dissatisfaction so you can adjust your approach accordingly and increase donor retention
• Showing you who is engaged with your mission and perhaps who has already included you in their estate plans
1. What are you hoping to learn or achieve?
You may want to gauge donor preferences and motivations, measure satisfaction, or assess knowledge of your mission, planned giving options, or programs and services. You may want to gather more specific information about planned gifts (those already made and those being considered) or encourage donors to think about their charitable legacy. You may also want to ensure donor awareness of various programs, initiatives, or ways of giving. Having a clear objective will help guide the entire process.
2. How will you determine the right questions to ask?
Questions should connect with your community, highlight your culture and mission, encourage participation, and elicit the information most useful to you. Consider including variations on the following key questions:
• Why is this organization or cause important to you? Most people give to organizations that have personally affected them or a loved one. Understanding the connections that motivate your donors is vital as you determine how to best capture their attention and encourage them to act.
• Which programs/areas/initiatives interest you the most? If you are aware of what interests your supporters, you can highlight those areas in future communications and encourage greater participation and involvement.
• Do you believe your gift makes an impact? Donors who believe they are making a difference are more likely to give again. If the survey indicates any uncertainty in this area, it is a clear indication that future communications should be clear and explicit in detailing the many important achievements made possible by the generous gifts of supporters.
3. How will you follow up with survey participants?
Surveys work in part because participants appreciate being asked for their opinions and feel good about helping the organization improve. If participants come to believe that their time and effort were not appreciated or used to consider/enact change, their disappointment can lead them to withdraw support. Thoughtful follow-up is a critical part of the process. Consider ways to thank and/or reward participants and let them know how you will use the information they supplied. In short, make sure they know that their voices have been heard and that their opinions matter.
EDS offers an extensive survey program designed to help your organization through the entire process. Read more about it here or contact us for more information.
