For nonprofits, understanding what motivates donors to give and continue their support is critical to building long-lasting relationships. The reasons people start donating can be very different from the reasons they continue, and knowing these factors can help nonprofits craft strategies to attract new donors while nurturing their existing donor base. We surveyed 1,000 active nonprofits donors and below, we break down the key factors influencing both the initiation and continuation of donations.

Why Do Donors Start Donating to a New Nonprofit?

The data reveals that donors are primarily driven by personal values, trust in the organization, and the perceived impact of the nonprofit’s work. Here are the top factors that lead someone to donate to a new nonprofit:

• Alignment with personal values or interests (56%): More than half of respondents cited that their decision to donate stems from the nonprofit’s alignment with their own personal beliefs.
• Seeing the impact of the nonprofit’s work (50%): Donors want to see tangible results, and understanding how their contributions make a difference motivates them to support new organizations.
• Reputation of the nonprofit (50%): The nonprofit’s standing, credibility, and leadership influence donor decisions significantly.
• Personal connection to the cause (46%): For many donors, having a personal tie to the cause or issue plays a crucial role in their decision to donate.
• Trust in nonprofit leadership (42%): Donors need to trust the organization’s leadership to feel confident that their money is being well-managed.
• The nonprofit’s effectiveness at addressing a pressing need (41%): Many donors evaluate whether a nonprofit is effectively solving problems that are important to them.

While factors like social media presence (21%), endorsements from celebrities (12%), and tax benefits (15%) also play a role, the data shows that donors are primarily motivated by deeper emotional and value-driven factors.

Why Do Donors Continue Supporting a Nonprofit?

The reasons that keep donors engaged with an organization differ somewhat from what initially attracts them. Once donors establish a connection, they expect consistent communication, transparency, and evidence of impact. Key factors include:

• Alignment with personal values and mission (55%): Much like the initial donation, alignment with the donor’s values remains a top reason for ongoing support.
• Impact and effectiveness of programs (52%): Donors want to see their contributions making a difference and improving the cause they care about.
• Trust in leadership (48%): Trust remains a significant factor, with nearly half of donors indicating that strong governance and leadership are key to their continued support.
• Ability to see direct results or stories of impact (46%): Donors appreciate storytelling and direct evidence that shows how their contributions have led to positive change.
• Transparency and accountability (45%): Donors expect financial transparency and clear communication about how their donations are being used.

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Additional factors such as ease of donation (33%), recognition of their support (22%), and communication from the nonprofit (35%) also contribute to sustaining a donor’s relationship with the organization.

Key Takeaways for Nonprofits

This data highlights a clear message: donors are driven by value alignment, trust, and impact. Nonprofits looking to attract new donors should focus on establishing a strong reputation, building personal connections to causes, and providing clear evidence of their impact. To retain donors, organizations must continue to foster trust, demonstrate effectiveness, and communicate regularly to maintain engagement.

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By tailoring strategies to meet these expectations, nonprofits can strengthen donor relationships and build long-term support for their missions.