Meet Amy, Derek and Bill. Each of them regularly donates to a local food pantry, but their support looks very different.
Amy gives through direct donations. She grew up facing food insecurity, so she gives to help families like hers. Even with a full house of children and an unreliable car, she still makes frequent one-time gifts when she finds space in her budget.
Derek gives through consistent, in-kind donations. He is a middle school teacher and is passionate about modeling giving for his students. Every month, he organizes a classroom food drive so he and his students can donate soup, vegetables and other non-perishable foods.
Bill gives through a donor advised fund (DAF). He has lived in this community for his entire life, and he’s watched the need grow. After receiving a sizable inheritance, Bill opened a donor advised fund and grants money to the food pantry.
Many nonprofits have their own Amy, Derek and Bill. The problem is, they treat all three the same! Or they know how to engage one but not the others.
Here’s what we’ve seen: Amy, Derek and Bill are all vital to your mission, but each brings unique giving goals to the table. That’s why each deserves a different marketing strategy.
One-time donors (Amy)
One-time donors love your mission. They often give because of a personal connection or a moving impact story. They may not be able or ready to commit to recurring donations, but they give what they can, when they can.
When they give: They are likely the ones to give during a campaign or when you have a specific need.
The message: Your message should emphasize their concrete impact. Show them how their gift of $50, $100 or $500 will be used: your $50 feeds ten people; your $500 replaces the broken part in our on-site refrigerator.
How to thank them: Include photos, videos or testimonials. Show the direct connection between their gift and a specific outcome.
Recurring donors (Derek)
Recurring donors like Derek give consistently. You don’t need to convince Derek to give; he already believes in your mission! But you do need to remind him that his consistency keeps your doors open and pantry full.
When they give: Recurring donors give on a regular basis, whether they’ve set up an automatic donation or bring a physical donation.
The message: Show these donors the ongoing demand. Tell them about the families who walk through your doors each week. Then use these stories to show how their consistent donations keep your shelves stocked and your staff prepared.
How to thank them: Remind these donors they’re the backbone of your outreach. And use language that honors their loyalty and ongoing partnership.
Strategic Philanthropist (Bill)
Donor advised fundholders give strategically and are often legacy-minded. Donors choose DAFs because they’re eligible for immediate tax deductions, and the funds in their DAF grow tax-free.
When they give: These donors give periodically but often substantially.
The challenge: Their donations likely appear to come from the foundation or financial institution that houses the DAF. This makes it easy for you to lose track of the individual who is actually giving.
How to thank them: When possible, log your donations to ensure you credit individual donors. A phone call or personal note thanking the donor goes a long way toward helping them feel seen and valued.
Some donors may not know you accept in-kind donations or that your organization is eligible to receive grants from a DAF — even if these details are somewhere on your website.
To unlock your audience’s giving potential:
- Trickle in a handful of social media posts each month about the donations you accept.
- Feature a variety of donors in your newsletter, showing why each type of donor gives.
Through intentional storytelling, you can show how every type of gift fuels your mission and changes lives across your community!