Nonprofit Donor Research

At TrueSense Marketing, we’re tuned in to donors. We regularly commission market research that answers important questions fundraisers have about donors. Now, we want to share our findings — and our analysis — with you!

Using scientific sampling and rigorous data cleaning, we studied insights from hundreds of donors. Each gave to an organization or nonprofit type within the past twelve months of the study. Our studies produced margins of error less than +5.5% at the 95% confidence level.

We explored what moves them to give, how they choose which organization to give to, what inspires them to give more, the channels they use, demographic information, and more. This research can guide you as you develop your own testing plan to improve the fundraising in your organization.

We’re proud to present national research studies on the following types of donors:

• The Salvation Army: Who Supports The Salvation Army and Why?
• Food Banks: Who Feeds the Hungry?
• Ronald McDonald House Charities Chapters: Who Helps Sick Kids and Their Families?
• Rescue Missions: Who Supports Your Mission? Fresh Insights to Inspire People to Give
• Cancer Centers: Why Am I Your Donor?
• Children's Hospitals: Why Am I Your Donor?