Note: This guest post is from Laurel McCombs of The Osborne Group. Thanks, Laurel!

My colleague Bob Osborne recently shared why now is the time to conduct your next donor survey. 

Ready to get started? Here are eight tips to consider.

1. Make sure you know WHY 

I often get asked about which questions should be included in a donor survey. 

My answer: “It depends.”

What are your burning questions … the ones that will help you make better decisions, create more effective strategy, and prioritize your activities?

Write your top three outcomes for your survey. For example, maybe your goal is understand how you fit into your donors’ philanthropic priorities. Or learn which of your programs they’re most passionate about. 

Perhaps you want to uncover how the economy is affecting their philanthropy. Or you might just want to confirm their mailing address. 

2. Start writing your questions

Defining your outcomes will give you a great head start. (Just like algebra: solve for “x”.) 

If you want to know which programs your donors are most excited about, ask them to rank your programs or select their top three from a list. If you’re trying to understand how to better engage your donors, ask them how they’re currently involved or how they would like to become more involved.

3. Don’t want the answer? Don’t ask the question

Don’t ask questions – for example, “How would you like to be more involved?” – without any intention or plan to follow through. 

If you have specific ideas that you want to test, frame it as a “pick all that apply” or “pick your top three” option. If you’re seeking new ideas, it’s OK to use an open-ended question. However, if you have no interest in entertaining new strategies, don’t ask for suggestions.

Another concern: Can you be accountable for their feedback?

A client recently sought input on their donor communications. One potential question: How many times per year would supporters like to be solicited?

Here’s the problem. What if they answer “zero”? Or they say “once”, but don’t respond to your first solicitation? Do you re-solicit?

Or this: Six months after their first gift, a new opportunity comes along they might really love. Do you honor (or ignore) their survey response?

4. What will you do with the info?

Evaluate your questions based on how you’ll use the data.

Will donor responses influence your decisions or practices? Is that what you want?

Do you need to re-frame the questions … or maybe get rid of them?

5. Question design impacts response rate

Make sure your survey isn’t too long. The questions should be straightforward and easy to answer. 

Limit the number of open-ended questions. Make sure that any you include can only be asked (and answered) in that format. 

Too many questions – especially too many open-ended questions – will scare off potential respondents.

6. How to increase your response rate

• Explain why you’re doing the survey and why their feedback is so valuable.

• Promise to share the results and your plans for using their input (and then actually do it!)

• Meet them where they are. Online surveys are easier to conduct; however, if many of your donors only respond to mail, then use a mailed survey or a hybrid format. Factor in the cost and time required.

• Offer opportunities to conduct the survey by phone or Zoom. This may be something you offer to a few top donors, or to supporters who may have challenges completing the survey by mail or online.

7. Design your survey for follow-up

Ask if the respondent is interested in further discussion. Even if the survey is anonymous, incorporate an option for them to include their name and contact info – and then reach out. 

Write your questions with an eye toward how you will share the results. Strong follow-up will help you maximize the survey’s impact and ensure better response rates in the future.

When you value their input – and you demonstrate how you’re using it – donors are more likely to engage and give.

8. Surveys are stewardship – don’t ask for a gift

My dad recently received a mailed survey from an organization he supports. He was excited to fill it out – until a donation envelope fell out of the package. He said, “Oh, they don’t want my opinion, they only want my money.” 

Whether it’s a donation envelope or a “donate now” button embedded in your email, solicitation has no place in a survey request. 

Want more? Here it is

If you’re interested in more information and lots of sample questions for building your next donor survey, take a look at our Donor Survey Guide.

Good luck with your next survey!