4 Donor Survey Questions That Identify Major Donors

July 24, 2025

Imagine knowing exactly which donors are ready to give more before you even ask.

These four questions can reveal the hidden potential in your donor base, identify your most committed supporters, and show you exactly how to approach donors for maximum impact in your year-end appeals.

1. Do you include charitable donations in your annual budget?

Donors who budget for charitable donations give nearly three times more than those who don’t, according to research by Vanguard Charitable.

How to use the donor survey results

- These donors should top your year-end campaign list. They’ve already carved out financial space for giving. Now's the time to present them with a bold, timely opportunity to act.
- Flag these budgeters for high-priority, personal outreach.

2. What other causes do you support?

Donors supporting multiple causes have higher giving potential.

How to use the donor survey results

- Custom Ask Strings: Flag these folks for larger ask amounts in year-end solicitations.
- Timing Strategy: Reach out to these major and mid-level donors early in Q4 as part of your year-end push. Secure your gift before these multi-cause donors get bombarded.
- Peer Engagement: Invite themto host gatherings or make introductions. Their networks often include other high-value prospects.
- Board Pipeline: Multi-cause givers often have governance experience and can provide valuable strategic guidance. Consider them for advisory roles or special committees.

3. Would you like to learn how to make a larger impact through legacy or planned giving?

This question gives donors a no-pressure way to upgrade their giving without a direct ask and opens the door to a permission-based conversation about future giving. It also triggers FOMO and social proof ("People in your peer group are already doing it.")

How to use the donor survey results

- Cultivation Tracks: Create messaging like, “Before we go public with our year-end campaign, I wanted to share how you and other Leadership Circle members could make this our most impactful year yet."
- Appeal Messaging: Use FOMO and social proof in your year-end ask: “Join the 47 Leadership Circle donors who’ve already committed to expanding pediatric care this year.”
- Referral Fuel: Ask them to share about your organization with friends or family. People trust recommendations from fellow givers.

4. What are the top five words that come to mind when you describe yourself?

While you may have a handle on why donors give to your healthcare organization, you probably don't know why they give in general. This open-ended question lets donors explain their motivation in their own words. Use their response to personalize future conversations and donor messaging.

How to use the donor survey results

High-Potential Donors: Use their identity words in personal phone calls and end-of-year giving solicitations. When calling a donor who described herself as "caring" and "protective," you might say: "Sarah, I know how much you care about protecting our most vulnerable patients, and I wanted to personally share how your support this year could help us reach even more children who need our specialized care."
Broader Segments: Identify common themes in the aggregate responses and use that language in future outreach. If words associated with "nurturing" or "caring" appear frequently across surveys, craft appeals that speak to this shared identity: "Your gift helps us create nurturing environments where young patients can thrive." One nonprofit increased donor renewal rates by 20% using this same technique!

Act on Your Survey Data ASAP

Donors who budget for giving, support multiple causes, or express interest in higher-level groups will become your priority prospects for end-of-year appeals. Reach out within two weeks of the survey for the best results.

The responses can also shape every aspect of your next donor appeal—from how you segment your list to how you frame your ask. You'll know which donors are ready for deeper engagement, what motivates their giving, and how to tailor your outreach to drive results during your biggest fundraising season.

The data you need for stronger year-end giving is right at your fingertips.

Our biggest donors are already telling us they're ready to give more, we just need to start listening.

Ready to uncover the major donors hiding in your donor file?

Let's map out exactly how these questions can transform your next donor appeal.

Schedule a free 30-minute donor engagement strategy call today.

You'll walk away with smarter strategies to retain more donors, identify those with higher giving capacity, and inspire more giving.

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