Small Budget, Big Insight: The Power of Donor Surveys

When I became Executive Director of a small nonprofit in June 2020, one of my first actions was to launch a community survey asking how our supporters felt about attending our long-standing in-person gala—typically held each November—in light of the ongoing COVID pandemic. It was a time of uncertainty, and rather than assume what people were comfortable with, I wanted to ask directly. The results were clear—our community overwhelmingly opposed in-person events but expressed strong support for continuing to engage with the organization through alternative means.

If we had moved forward assuming our community wanted an in-person event, we could have spent valuable time and resources on something very few people would attend—an expensive misstep during an already challenging time. Thanks to those insights, we pivoted (to use a COVID term) to a virtual auction and donation campaign that not only respected our community’s concerns but also helped us meet our fundraising goals during a critical time.

Let’s be real—when you’re a small or mid-sized nonprofit, every donor relationship matters. And yet, we often guess at what our donors care about or why they give. That’s where donor surveys come in. Done right, they’re one of the most powerful tools we have to build trust, deepen engagement, and raise more money.

5 reasons why you should be sending them out (and how to make them effective):

1. You Learn Why People Actually Give

You may think you know, but until you ask—you’re guessing. A well-designed survey helps you understand donor motivation, values, and connection to your mission. That insight helps you craft stronger appeals, thank-you messages, and campaigns that actually resonate.

Tip: Include a question like, “What inspired you to give to our organization?” and leave room for open-ended answers.

2. You Show Donors Their Voice Matters

People want to feel seen, heard, and appreciated. Surveys communicate that you care about their perspective—not just their wallet. That’s a form of stewardship that builds trust and loyalty.

Tip: Keep it short and sweet. Aim for 5–7 questions max. Let people know it’ll take less than 5 minutes. Yes, there may be times when you need a longer survey and that’s fine. Just make sure it’s clear upfront how long it will take to complete the survey.

3. You Spot Trends and Opportunities

If you’ve ever wondered why donors lapse or why some never increase their gift—ask them! Surveys can uncover barriers, frustrations, or ideas for better engagement. You can even test interest in new giving options like monthly giving or planned gifts.

Tip: Don’t wait until year-end. A quick survey in the spring or summer can help shape your fall fundraising strategy.

4. You Can Segment Smarter

Survey responses can help you group donors by interests, frequency of giving, or communication preferences. That means more targeted emails, better appeal language, and increased response rates.

Tip: Include a question like, “Which of these areas of our work are most important to you?” Then tag and segment accordingly.

5. It’s an Opportunity to Reconnect

A donor survey is a natural way to re-engage lapsed or quiet donors. You’re not asking for money—you’re asking for input. That invitation can lead to renewed giving, especially when followed up with a personal message.

Tip: Offer a small incentive if you can—a chance to win a tote bag, free tickets, a cup of coffee, or just a heartfelt thank-you video. It doesn’t need to be flashy—just thoughtful.

Final Thought:

The real key is to actually listen to what donors say—and show them how you’re using their feedback.

If I can support you with your donor survey, let's talk.