How do you categorise your donors?

Most non-profits will categorise donors into Individual, Major, Corporate and Trusts & Foundations and that is important for your analytics and insight, but I am really talking here about donor motivation.

From the donor who gets emotional when they think about the impact of their support on the beneficiaries, through to someone who chose you at random as they had to make a charitable donation to release an inheritance (real story).

Donor categories, often call segments or personas, are important when you want to fine tune your case for support to deliver most impact for your beneficiaries. Does your list include:

  • Good citizen
  • Faith-inspired donor
  • Loyal supporter
  • Activist champion
  • Ad hoc donor

Why not use a free 20-minute insight call to talk about how you can benefit from understanding donor motivations, and how to start doing so?