Donor Surveys Provide Clues to Donor Motivations and Values

Surveys are more than just a tool to measure donor satisfaction and preferences -they are a powerful entryway to deeper and more meaningful relationships with supporters.Catherine Cornish, Director of Leadership & Legacy Giving at Royal Columbian Hospital Foundation can attest.A few years ago she administered a survey to assess interest in legacy giving, but the responses she received revealed much more."[The survey] included space for the donor to share a story about their connection to Royal Columbian Hospital," she explains."I received stories about how the hospital had saved their lives, and how healthcare providers gave comfort to a loved one during their final days.These were stories of life-changing experiences."The common touchpoint initiated many transformative conversations."Multiple times, a follow up call turned into a visit, a visit turned into a gift, and a gift turned into a legacy gift," she adds.One-on-one meetings are still the gold standard for building personal connections, however, Cornish believes surveys remain a critical component of any donor relations toolkit.Drawing from 18 years of experience in fundraising, she shares tips for crafting surveys that uncover donor motivations and push philanthropic discussions further: