TrueBrand
Your donors have opinions about your credibility, your values, and whether you’re making the difference you claim. Our TrueBrand platform tells you exactly what those opinions are. We survey real donors and prospects across the nonprofit sector (3,977 qualified respondents) and translate those insights into strategy that strengthens acquisition, improves retention, and turns one-time givers into lifetime supporters.
1Nonprofit Funnel
Donors don’t wake up one morning and decide to give. They move through a predictable journey. Understanding where your organization stands at each stage is essential to moving people closer to your brand.
Average Funnel Progress (2026 Q1)
Awareness?
Prospects first learn that your organization exists and what you do.Consideration?
They explore whether you’re credible and worth their support.Investigation?
They dig deeper, comparing you to others and vetting your impact.Donation?
They take the leap by making their first gift to your organization.Preference?
They’ve chosen you as their trusted partner and go-to cause.2Conversion
Our tracking reveals exactly how effectively your organization moves donors from one stage to the next so you can make strategic adjustments that actually drive results at every stage. High awareness but low conversion? Healthy consideration but weak retention? Learn which levers to pull so you know exactly where to focus your efforts.
Awareness
Consideration
Preference
Average Conversion (2026 Q1)
3Statements
Our Brand Tracking program measures donor sentiment across five critical dimensions — Responsible Stewardship, Values Alignment, Impact Confidence, Brand Trust, and Innovation — to reveal exactly what’s influencing giving behavior. Then you know where to act and what to change.
Average Sentiment (2026 Q1)
4Donor Profile
Data without context is just noise. That’s why we break down our findings by the characteristics that actually matter to your fundraising strategy. We segment by gender, age, geography, ethnicity, household income, and family status. You’ll see exactly who’s giving and who’s considering a gift.
Donor Characteristics
Average Demographics (2026 Q1)
Age
Gender
Ethnicity
Household Characteristics
Average Demographics (2026 Q1)
Income
Status
Regional Support
Average Demographics (2026 Q1)
5Media Consumption
We track media consumption across age cohorts because a 35-year-old donor and a 65-year-old donor live in very different media worlds, and trying to reach them in the wrong place is wasted money. We measure consumption across every major digital, social, broadcast, and print channel so you can meet donors where they are.
Real-Time Brand Insights for Nonprofits
TrueBrand helps nonprofits understand how their organization is perceived in real time so their teams can make smarter marketing, fundraising, and communications decisions with confidence.
With TrueBrand, you can:
- Monitor brand awareness and donor perception
- Benchmark against peer organizations
- Identify shifts in sentiment early
- Support fundraising and marketing strategies with data
- Track long-term brand health over time