Ask A Fundraiser: Should We Run A Supporter Survey?
- marisa4131
- 1 day ago
- 2 min read
By Adam Runions, Partner and Senior Consultant
Supporter surveys are a powerful way to connect with donors and learn how you can be more effective in your fundraising approach. Whether done annually with an eye toward key measures to track over time, or as a one-off exercise to measure sentiment or test a campaign case for support, surveys and provide good, actionable data to your team. A few key objectives to consider:
Strengthen donor relationships. Inviting input shows donors that their voice matters. It builds trust and loyalty, especially when you follow up with “You said, we did” updates that demonstrate responsiveness. You can also learn what types of communication and benefits mean the most to your supporters.
Gauge public perception through a donor’s eyes. Though your programs may have an amazing track record, it’s critical that donors understand your impacts and perceive you as a trusted institution that is effective at delivering positive change. You stand to learn what reputational strengths you can build upon, as well as barriers or misconceptions that you need to address in your donor communications to leverage even more giving.
Understand what drives support. Surveys help you uncover why people give, what issues they care about, and how they perceive the value of giving to your organization. Often this can help you focus messaging, as well as develop “donor personas” or archetypes (The Cause-driven Advocate; The Data-driven Analyst; The Legacy Builder ) to build your strategies around.
A good survey strategy will have well-designed questions that not only gather quantitative and qualitative data, but that also serve as a powerful communication tool to your donors. They require a skilled approach to communication and technology, and a plan to ensure it is well-timed, easy to complete, and comes from a trusted source. For these reasons, our clients hire Ostara to apply best practices to build, conduct and analyze their donor surveys, knowing we will work collaboratively to ensure a positive donor experience and an insightful, unbiased set of results. Reach out to us to discuss your ideas for your next supporter survey!