Fundraising is about creating meaningful relationships with people who share a common cause. This is why understanding donors’ motivations—what drives them, what they care about and how they view the world—is foundational. Try these strategies and insights for fostering genuine trust-based donor engagement and acquisition.

Begin from their point of view

Successful fundraising doesn’t start with what the organization wants. It begins with what the donor cares about and wants to support. Recall what you’ve heard donors say during cultivation meetings. What subjects cause their eyes to light up and their voice and mannerisms to become more animated? Then, imagine ways to connect those interests with the nonprofit’s work.

Echo their interests

Each donor is unique. When personalized strategies are implemented with integrity, this approach demonstrates respect and consideration. Whether the message places an emphasis on data over emotion or the opposite, all donor communication should reflect their personality and underscore their interests, rather than making the nonprofit the exclusive focus. For example, an entrepreneur may be motivated by a project’s scalability and measurable results, while a local foundation board may want to hear stories about the impact on families in the community. Include both head and heart information, but adjust the presentation to fit the audience.

Combine complementary causes

Fundraisers can deepen a donor’s involvement by remaining creative and flexible in their cultivation and solicitation strategies. Try combining a donor’s multiple interests: a program that supports youth as well as the environment, art and education, healthcare and low-income families, etc. Consider hosting exclusive events that reflect their preferences, provide behind-the-scenes tours of programs they support, and invite individuals with name recognition to join in on the tour. Make every connection special.

People give to people. And the best way to encourage greater giving is by seeing things from the donor’s perspective, showing donors how their involvement helps realize their own personal goals, and demonstrating the positive impact their gifts are making in the world.