This presentation is meant to shed some light on what today's philanthropic donors want out of their relationships with non-profits. It briefly covers the giving motivations of bi- and multi-lateral donors, corporations, foundations, and individuals and provides some general strategies for tailoring your message to the right donor. I invite you to share your insights on what donors want in the comments section of this post.

1. Fundraising Training:
What Donors Want
By Antone Neugass

2. What do donors want?
?

3. For many non-
profits, it’s harder
than ever to know
what donors really
want. This
presentation sheds
some light on this
question in an effort
to help you maximize
your fundraising
success.

4. Most Donors Want
• To make an impact or difference (results)
• To give to causes they are passionate about
• To give to effective, efficient, and trustworthy organizations
• Acknowledgement and the option for recognition
• To know how their donation was used
• To know how you are collaborating and leveraging their gift

5. So You Should
• Provide results
• Engage people’s passion
• Emphasize the meaning of
their donation
• Ensure transparency
• Provide opportunities for
recognition
• Increase involvement through
regular communications
• Listen, learn, and understand
their motivations for giving

6. Bi- and Multi-lateral Agencies Want
• To advance national or global
objectives (diplomacy)
• To invest in large interventions
with large impacts
• Transparent and effective aid
• To leverage partnerships and
other support
• Private sector
perspective/input
• Rigorous theory of change,
methodology, management,
and evaluation

7. You Should
• Strictly adhere to guidelines and requirements
• Provide analytical and well-grounded theories of change
• Construct cohesive, measureable, outcome-focused log-frames
• Demonstrate rigorous evaluation methodology and planning
• Demonstrate appropriate, well conceived, strategic
partnership opportunities

8. Corporations Want
• A return on investment
• To expand markets and access
• To achieve compliance and
manage exposure
• To protect and enhance their
brand and image
• Access to
information, networks, experts
• To develop community
• To best their competitors
• To increase retention and
workforce loyalty
• To engage and entertain
customers and employees

9. You Should
• Emphasize the value of
the relationship
• Use short and concise
communication
• Focus on results and
benefits
• Highlight promotional
opportunities
• Facilitate networking
• List other corporations
that you work with
• Provide case studies

10. Individual Donors Want
• To help others and give back
• To give to reputable
organization that won’t
waste their $
• To give to organizations with
legitimacy and respect
• To hear personal stories
about why their gift is
needed
• To be involved
• Personal attention and
recognition
• To know the latest news and
current developments

11. You Should
• Engage on personal
and emotional level
(e.g.
stories, pictures, experi
ences, testimonials)
• Focus on key causes
• Tailor communication
• Highlight how
investment has
benefited the
organization
• Use non-
technical, jargon-free
language in your
communications

12. Foundations Want
• To support their causes and
fulfill their missions
• To maximize impact by
funding most effective
organizations
• To acquire and share
tools, best practices, and
information
• To invest in experimental ideas
with high chances of success
• Private sector
perspective/input
• To leverage partnerships

13. You Should
• Focus on key causes
• Use their keywords and phrases
• Follow guidelines carefully
• Draw connections to other
issues/projects they care about
• Focus on lessons learned and
overcoming challenges
• Show how helping them
achieve their priorities
• Emphasize partnerships and
efficient implementation
• Communicate regularly

14. About Antone Neugass:
For more than 10 years
Antone has helped
nationally and
internationally recognized
non-profit organizations
achieve fundraising
success. Antone is an
experienced grant writer
and has expertise in
organizational
development, non-profit
management, monitoring
and evaluation, and
strategic communications.
aneugass@hotmail.com