For arts and LGBTQ+ nonprofits, donor relationships are everything. Building strong, authentic connections with the people who support your work is crucial for long-term sustainability. Yet, we often miss out on simple opportunities to better understand our donors, their motivations, and how they can help us grow.
When engaging with donors, there are two essential questions that can open doors to more than just funding. These questions help build a deeper bond between the donor and your organization, create new opportunities for growth, and foster a genuine partnership in achieving your mission.
Question 1 - Why Do You Support Our Organization?
This question may seem basic, but the insights you gain from it can be transformative. Understanding why someone chooses to donate their hard-earned money to your cause gives you a window into what truly resonates with them.
For arts organizations, it could be that a donor has a lifelong passion for dance or painting, or they have a personal connection to a specific artist or program you support. LGBTQ+ nonprofits might find that donors are motivated by a desire for greater equality or because your work personally impacted them or someone they love. Whatever the reason, these insights are seeds to deepen your relationship with the donor.
Once you know why someone supports your organization, you can tailor your communication and engagement strategies to align with their passions. This personalized approach will make your donors feel seen, valued, and connected to your mission.
Additionally, this question can lead to storytelling opportunities. When donors share their "why," it often leads to compelling narratives that can be used to inspire others. These stories could be shared in newsletters, social media, or even at events, with permission, of course.
BONUS: Ask this question in a casual conversation—whether over coffee, at an event, or during a thank-you call. The more natural the setting, the more open and honest your donor will be.
Question 2 - Who Else Should I Be Talking With About Our Work?
Word of mouth is one of the most powerful tools for any nonprofit, and who better to champion your cause than your existing donors? Asking them, "Who else should I be talking with about our work?" taps into their network in a non-pushy way.
For arts organizations, donors often have friends or colleagues who share a love for culture, creativity, and expression. LGBTQ+ nonprofits can similarly find that their supporters are connected to others who are passionate about equality and community building.
By asking this question, you're empowering your donors to become ambassadors for your cause. They know people you don’t, and they can introduce your organization to potential new supporters, whether they are prospective donors, board members, or volunteers. It's a low-effort way to expand your network while deepening your relationship with your current donor.
BONUS: Be ready to act on any referrals! If a donor connects you with someone, make sure to follow up promptly and thank them for the introduction. This demonstrates that you value their input and are serious about growing the organization.
Why These 2 Key Questions for Donors Matter for Arts and LGBTQ+ Nonprofits
Arts and LGBTQ+ nonprofits often operate in tight-knit communities. Every donor interaction is an opportunity to deepen ties within these circles. By asking these two simple questions, you move beyond the transactional and foster a culture of trust, connection, and shared purpose.
In a world where so many organizations are competing for philanthropic dollars, asking "Why do you support our organization?" allows you to stand out by connecting on a personal level. And by asking "Who else should I be talking with?" you're leveraging the power of community to grow your donor base organically.
Remember, the goal isn’t just to receive a donation—it’s to build lasting, meaningful relationships that will sustain your nonprofit’s work for years to come.
By keeping these two questions in your toolkit, you’re not just securing support for today, but building the foundation for a stronger, more connected community that will help your organization thrive well into the future.
If I can support your end of year campaign, then let’s talk.
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