Description:Donor behavior research has shown that a nonprofit’s performance and impact are important factors affecting donors’ giving decisions. It has also shown that approximately one in three donors conduct research before giving, that the likelihood and frequency of this research are influenced by the sector in which the donor is giving and the donor’s level of existing knowledge with the nonprofit respectively. However, it does not address donors’ preferences between different types and sources of information, what types of information donors would use more, and the frequency with which they actively seek information about causes or nonprofits. This report delves into these research questions and uses the conclusions to provide actionable steps for donors and nonprofits to be more deliberate in their decision making and fundraising.
First, it confirms takeaways from other research studies, such as donor interest in the long-term benefits of a social cause. Second, it builds on this existing knowledge, providing new insights into the type of additional information donors could leverage to make informed giving.