What Organizations Want Supporters & Donors to Know

10 Things Supporters Want Social Purpose Organizations to Know

What do organizations want their supporters and donors to know?

Based on candid conversations with donors, volunteers, and supporters, Craig shared the top unfiltered insights that every leader and team member in nonprofits, charities, and other social purpose organizations should understand.

This session titled 10 Things Supporters Want Social Purpose Organizations to Know shed light on how supporters genuinely feel and offered best practices to help overcome common challenges, enabling organizations to build stronger relationships and maximize their impact.

It was led by Craig Swistun, a wealth manager with over two decades of experience in philanthropy and nonprofit communication as part of The Good Growth Company's 10 Things Series, who brought a fresh perspective to the conversation.

The session focused on the feedback from donors and supporters, revealing crucial insights for nonprofits to better engage and sustain relationships with their audiences.

Read on for the key takeaways and some insights from the Q&A session that followed.

Personalization: Use your supporters’ names

Craig emphasized the power of using a supporter’s name in communications. While it may seem basic, addressing people by their names shows that you know and value them, making communication more personal and engaging. Craig encouraged leveraging CRM tools to store supporter information and create personalized messages that resonate. Even if you’re a small organization, simple tools like Microsoft Word or Excel can help in crafting tailored outreach.

Mission over board members

Donors care deeply about your mission, not necessarily about who’s on your board. Craig noted that while board members are essential, especially for smaller organizations, the focus should remain on communicating your purpose and the impact you aim to achieve. Highlighting your mission over your board members will help avoid creating a perception that your organization is more about people in power than the change it’s driving.

Respect donors’ time and priorities

Craig discussed the importance of respecting donors’ time, acknowledging that supporters often have multiple causes they are passionate about. He encouraged nonprofits to focus on the quality and relevance of their communications. Rather than bombarding supporters with repeated requests, organizations should aim to deliver value through storytelling and insights that connect with supporters on a personal level.

Focus on impact, not salaries

One of the key insights Craig shared was about addressing donor concerns over nonprofit salaries. He explained that nonprofits should focus their messaging on the impact they are making, rather than the costs of operations. Craig highlighted the importance of moving away from a scarcity mindset and instead embracing a narrative of abundance—showcasing the community benefits resulting from their work.

Differentiate your organization

In a landscape filled with organizations striving to address similar challenges, differentiation is critical. Craig stressed the need for nonprofits to regularly audit their competitors and clearly communicate their unique value proposition. He encouraged leaders to find ways to articulate what sets their organization apart, ensuring that all communication materials align with this message.

Go beyond asking for money

Support isn’t just about financial contributions. Craig suggested exploring ways supporters can help beyond donating money, such as becoming advocates, making introductions, or hosting small gatherings to raise awareness. By fostering relationships beyond transactional donations, organizations can deepen engagement and create a community of super supporters.

Invest in digital presence

Craig mentioned that nonprofits must prioritize their digital presence, especially their website. A well-maintained and regularly updated website conveys that an organization is actively engaged in its mission and values online interactions with supporters. He shared the importance of avoiding outdated content and having clear, easy-to-find contact information for supporters who want to engage.

Embrace collaboration for greater impact

One key way to address donor fatigue is through collaboration. Craig encouraged nonprofits to identify other organizations with aligned missions and consider working together to achieve common goals. He shared that collaborative efforts often result in larger, more impactful initiatives that can attract broader support.

Tailor communications by segmenting donors

Segmenting your donor lists allows nonprofits to craft specific messages tailored to different groups. Craig pointed out that understanding why certain communications aren’t being opened is critical, and recommended experimenting with different headlines, calls-to-action, and communication styles to find what resonates with each segment of supporters.

Stay consistent with your brand

The most successful organizations are those that have a clear and consistent brand message. Craig’s advice was simple: focus on doing one thing exceptionally well rather than trying to be everything to everyone. By narrowing your focus, your brand becomes stronger and more recognizable in the eyes of your supporters.


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Your Questions Answered

During the session, Craig answered several audience questions, adding even more value. Below are some of the key points addressed:

  1. How to Retain Long-Term Donors
    Craig emphasized that retention is rooted in brand consistency and effective communication. Understanding your unique selling proposition (USP) and reinforcing it helps retain long-term donors. He also stressed the importance of staying true to your mission and values.

  2. Attracting Young Donors
    When asked about attracting younger donors, Craig suggested engaging them through value-added content, social media advocacy, and volunteer opportunities. He explained that focusing solely on monetary donations from younger supporters isn’t realistic, but building relationships early can lead to future support as they progress in their careers.

  3. Increasing Organizational Profile for Free
    Craig’s advice was to narrow the organization’s focus and refine key messages. Being specific in your communications helps target audiences more effectively and strengthens the organization’s brand presence.

  4. Event Fundraising vs. Building Relationships
    While events are a popular fundraising method, Craig cautioned against relying solely on them. He shared the importance of creating meaningful connections during events and following up consistently. He suggested innovative approaches like sharing behind-the-scenes insights or providing ongoing engagement to maintain interest and support.

At the heart of every successful nonprofit is the ability to connect authentically with supporters, communicate a clear and compelling mission, and maintain a strong brand identity. By implementing these insights, social purpose organizations can strengthen their relationships with donors and increase their impact in the communities they serve.


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