Campaign Donor Motivation and Retention Survey

Captures why donors gave to a specific fundraising or political campaign, how smooth the giving experience felt, and how likely they are to give again — with an AI follow-up that digs into the real reasons behind a donor's likelihood-to-repeat score instead of a generic satisfaction rating. Built for nonprofits, campaigns, and cause marketers running donation drives.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min

Q01

Message

Thanks so much for supporting (Replace with campaign or organization name) — we'd love your honest feedback on the experience. This takes about 4-5 minutes and helps us run better campaigns. (Template note: personalize with your campaign name before sending.)

Q02

Multiple ChoiceRequired

How did you first learn about this campaign?

Email
Social media
Text message
Direct mail
Word of mouth from a friend or family member
Website or search
An event
Other

Q03

Best–Worst Trade-off (MaxDiff)Required

Thinking about your decision to donate, which of these mattered most and which mattered least?

Belief in the cause or impact
Trust in the organization or candidate
Personal connection to the issue
Urgency of the appeal or deadline
How easy the giving process was
Seeing others (friends, peers) already giving
A matching gift offer
Tax benefits of donating

Pick best & worst per setBest:Mattered mostWorst:Mattered least

Q04

Rating ScaleRequired

How easy was the actual process of making your donation (finding the link, filling out the form, completing payment)?

Range: 1 – 5

Min:Very difficultMax:Very easy

Q05

Opinion ScaleRequired

How compelling was the message asking you to donate?

Scale: 1 – 7

Min:Not at all compellingMax:Extremely compelling

Q06

Opinion ScaleRequired

How likely are you to donate to this same campaign or organization again in the next 12 months?

Scale: 0 – 10

Min:Not at all likelyMax:Extremely likely

Q07

AI Interview

Probe the reasoning behind the respondent's likelihood-to-donate-again score, anchoring on the specific number they gave. If it's low (0-6), find out what would need to change — trust, communication, cost of living, disagreement with how funds were used, or something else — and whether it's about the cause or the experience. If it's high (7-10), find out what single thing would most increase their gift size or frequency next time.

Q08

Multiple Choice

Going forward, how would you prefer to give to this cause?

One-time gifts only, as I choose
A small recurring monthly donation
A larger annual donation
Not sure yet

Q09

Multiple Choice

How would you prefer to hear about future updates or asks from this campaign?

Email
Text message
Social media
Phone call
Direct mail
I'd rather not be contacted again

Q10

Number

In the past 12 months, roughly how many other causes or campaigns have you donated to (besides this one)?

Q11

Multiple Choice

Which age range do you fall into?

Under 25
25-34
35-44
45-54
55-64
65 or older
Prefer not to say

Q12

Multiple Choice

Which best describes your household income?

Under $50,000
$50,000-$99,999
$100,000-$149,999
$150,000 or more
Prefer not to say

Q13

Message

That's everything — thank you for your generosity and for your time today. Your feedback goes directly into how we plan future donation campaigns and donor communications.

What’s included

AI follow-ups
Adaptive probes on open-ended answers that pull out detail a static form would miss.
Attention checks
Built-in safeguards against rushed answers and low-quality respondents.
AI-drafted copy
Wording, ordering, and branching written by the AI — tuned to your research goal.
Auto report
Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

Goes beyond a one-time transaction to ask why donors gave, using an AI follow-up interview that probes the real reasoning behind each respondent's likelihood-to-donate-again score instead of stopping at a flat rating
Pairs behavioral diagnostics (rating how easy the actual giving process was) with motivational diagnostics (opinion scale on message strength, MaxDiff on what mattered most/least in the decision to give) in a single flow
Captures forward-looking preferences — preferred way to give again and preferred channel for future updates/asks — so retention insights are immediately actionable
Adds context via other-causes-donated and basic demographics, then compiles everything into an auto-generated report instead of raw export data

Jotform

Campaign Donation Form Template

This is a transactional donation form (name, amount, payment details) for collecting a gift, not a survey exploring donor motivation or retention. It's a fielding-ready template, but for a different purpose than diagnosing why someone gave or whether they'll return.

What it does well

Drag-and-drop form builder with payment/checkout integrations typical of Jotform's donation templates
Quick to deploy for actually processing a donation, not just researching it
Broad template library covering many campaign/fundraising use cases

Where it falls short

No questions probing motivation, message effectiveness, or likelihood to repeat — it's built to collect money, not insight
Static form fields only; no adaptive follow-up that digs into a donor's reasoning
No automated per-response quality scoring or auto-generated donor-insight report

SurveyMonkey

Campaign Donation Form Template

Despite the SurveyMonkey branding, this is again framed as a donation-collection form rather than a post-donation motivation/retention survey. Useful for capturing gift and contact details, but it doesn't investigate why donors gave or what drives repeat giving.

What it does well

Backed by SurveyMonkey's established survey platform and distribution tools
Simple to customize for basic donor/contact data collection
Familiar interface for teams already using SurveyMonkey for other research

Where it falls short

Static question set with no adaptive AI follow-up to explore the reasoning behind a donor's retention likelihood
No voice AI interview option or guided task/screen-share capability
No transparent, inspectable AI prompts or automated per-response quality scoring — reporting is limited to standard survey analytics

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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Sample questions

Thanks so much for supporting (Replace with campaign or organization name) — we'd love your honest feedback on the experience. This takes about 4-5 minutes and helps us run better campaigns. (Template note: personalize with your campaign name before sending.)

How did you first learn about this campaign?

Thinking about your decision to donate, which of these mattered most and which mattered least?

How easy was the actual process of making your donation (finding the link, filling out the form, completing payment)?

How compelling was the message asking you to donate?

How likely are you to donate to this same campaign or organization again in the next 12 months?

Going forward, how would you prefer to give to this cause?

How would you prefer to hear about future updates or asks from this campaign?

In the past 12 months, roughly how many other causes or campaigns have you donated to (besides this one)?

Which age range do you fall into?

Which best describes your household income?

That's everything — thank you for your generosity and for your time today. Your feedback goes directly into how we plan future donation campaigns and donor communications.

What’s included

AI follow-ups

Attention checks

AI-drafted copy

Auto report

How it compares

Why this template

What it does well

Where it falls short

What it does well

Where it falls short

Ready to launch?