Building Donor Relationships: The Incredible Power of Curiosity

How well do you really know your donors?

If your fundraising strategy is all about presenting polished proposals and a persuasive case for support, you might be missing a crucial element — understanding what truly motivates your donors to give.

A Missed Opportunity: The Power of Asking Questions

Andrea recently shared a story on our podcast about a woman running an art education center. After Andrea attended an event, the woman followed up with a solicitation — via email. While her request was well intentioned, she missed an essential step: getting to know Andrea.

Andrea, a lifelong supporter of the arts, has deep personal connections to the field — her parents were artists, her husband is an art historian, her daughters are both artists, and she lives in New York and is a regular patron of the arts.

In other words, had the woman from the organization taken the time to ask, she would have uncovered not just a donor, but a potential lifelong champion for her cause.

Building Donor Relationships: Why Donor Motivation Matters

Donors don’t give just because your cause is worthy. They give because something about your mission resonates with their personal experiences, values, or passions.

Get Curious About Your Donors! Ask Questions

Here are a few questions fundraisers should ask before soliciting a gift:

• What inspired you to support our organization?
• How does our mission align with your values or experiences?
• What other organizations do you support and why?
• How do you prefer to be engaged as a donor?

These questions can uncover powerful connections that make your fundraising more personal and effective.

Building Meaningful Donor Relationships Throughout a Campaign

Great fundraising isn’t just about one-time donations — it’s about long-term relationships. This means engaging donors before, during, and after a campaign to foster trust and commitment.

Before the Campaign: Cultivating Interest and Understanding

Before your campaign even begins, you have an incredible opportunity to get to know your donors.

1. Schedule a Conversation – Invite donors for coffee, a tour, or a casual meeting to learn about their interests.
2. Listen More Than You Talk – Invite the donor share their story and experiences.
3. Share a Vision, Not Just a Need – Instead of presenting financial gaps, engage donors by showing them the impact they can help create.

You may not be ready to conduct a formal feasibility study type conversation, but you can give key donors an early sneak peek at your emerging plans. This will help engage them and get them invested — literally and figuratively — in your success.

During the Campaign: Personalized Engagement and Connection

If your cultivation efforts have been successful, you should know more than a thing or two about what motivates your donors. If so, you are ready to solicit a campaign gift.

1. Tailor the Ask – When the time comes to ask for a gift, make it specific to what matters to them, to what inspires them.
2. Involve Donors Beyond Giving – Encourage participation in events, volunteer opportunities, or storytelling efforts.
3. Provide Real-Time Updates – Keep donors informed about campaign progress, donor stories, and immediate impact.

After the Campaign: Deepening the Donor Relationship

Your work with donors doesn’t end after the campaign. It’s critical to continue building those relationships.

1. Express Gratitude Meaningfully – A personalized thank-you note, call, or in-person meeting makes a lasting impression.
2. Share Impact Stories – Show donors the tangible results of their generosity.
3. Invite Continued Involvement – Provide opportunities for ongoing engagement, such as committee roles, exclusive events, and project updates.

Prioritizing Curiosity: A Simple Fundraising Shift Makes All the Difference

Fundraisers who prioritize curiosity over solicitation tend to build stronger donor relationships. Instead of leading with “Here’s why you should give,” shift to “Tell me about why you care.” This not only increases the likelihood of a donation, but can turn one-time donors into lifelong supporters.

So, before you send that next fundraising email or proposal, take a step back. Get curious about your donors. Because the best fundraising isn’t about the money — it’s about the people behind it.