What Donors Actually Look For

When it comes to attracting and keeping donors, it’s not just about asking for money, it’s about building trust and showing impact. Donors want to feel confident that their support is making a real difference.

Here are a few things donors consistently look for:

1. Transparency – They want to see where their money goes. Clear reporting builds confidence.

2. Impact – Stories and updates that show the difference your organization is creating. Donors want proof that their support matters.

3. Consistency – Regular communication helps them feel connected and valued. Silence can make them wonder if their gift mattered.

4. Community Connection – Donors are more likely to give when they see you actively involved in your community, not just asking for funds.

Quick Tip for Day 3

Pick one of these areas and make it part of your next communication. For example, in your next email, add a simple line like: “Because of your support, we were able to…” This small addition ties donors directly to your impact and makes them feel like part of the story.

Donors want more than updates, they want to feel like partners in your mission. Show them the difference they make, and you’ll build lasting relationships.

—Izzy
Founder of IC Impact