6 Things Nonprofit Donors Want

By Rod Arnold

As a leader, attracting new nonprofit donors and keeping them engaged is essential to your success. But what makes donors tick? And what do they really want from you?

Based on our evaluation of hundreds of nonprofits, we’ve identified six keys to connecting with donors. Whether potential donors are conscious of them or not, these desires make the difference in whether or not they decide to donate. In our work over the past two decades, we’ve seen that the most successful nonprofits are those that take these desires seriously and put them into practice. I encourage you to use this list to evaluate your website, your communications and your fundraising practices.

People are busy. They’re distracted. So regardless of how important your cause is, unfortunately, people are not going to spend much time or effort trying to understand it. That’s why having a simple, clear message is absolutely vital.

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Rod Arnold Author's page

Rod Arnold is the founder of Leading Good. As the former chief operating officer of charity: water, Rod helped lead the young organization through a period of tremendous growth. Now he helps other nonprofits grow by applying principles and strategies that are proven to work.