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Nonprofit Donor Experience & Giving Motivation Survey

Measures why donors give, what shapes their satisfaction with the giving experience, and how likely they are to give again — covering motivations, program allocation preferences, and price sensitivity for asks. An AI follow-up interview reconstructs the real story behind each donor's likelihood-to-give-again score.

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Sample questions

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

14 questions · ~7 min
Q01
Message

Thank you for supporting our work! We'd love to understand your experience as a donor so we can serve you and our mission better. This will take about 8 minutes, and your honest answers help the most.

Q02
Multiple ChoiceRequired

In the last 12 months, how many times have you donated to us?

  • Never (first-time prospective donor)
  • Once
  • 2-3 times
  • 4-6 times
  • More than 6 times
Q03
Multiple ChoiceRequired

Which best describes how you usually give?

  • One-time gift
  • Recurring monthly gift
  • Workplace giving or payroll deduction
  • Gift in honor or memory of someone
  • Event-based giving (e.g., gala, fun run)
  • Other
Q04
Best–Worst Trade-off (MaxDiff)Required

For each set, tell us which factor matters most and which matters least in your decision to donate.

  • Alignment with a cause I personally care about
  • Tax deduction benefits
  • Personal connection to someone affected
  • Recommendation from a friend or family member
  • Confidence that funds are used effectively
  • Recognition or acknowledgment for giving
  • A matching gift or challenge campaign
  • An emotionally compelling story or appeal
Pick best & worst per setBest:Matters most in my decision to donateWorst:Matters least in my decision to donate
Q05
MatrixRequired

How satisfied are you with each part of your donation experience?

5 rows × 5 columns
  • Ease of making a donation online or by phone
  • Clarity of how your donation is being used
  • Frequency of updates from the organization
  • Personalization of thank-you and acknowledgment
  • Trustworthiness of impact reporting
Columns: Very dissatisfied · Dissatisfied · Neutral · Satisfied · Very satisfied
Q06
Opinion ScaleRequired

How likely are you to donate to us again in the next 12 months?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q07
Price Sensitivity (Van Westendorp)

Thinking about a one-time gift to us, please answer honestly for each amount question below.

  • At what one-time donation amount would you feel it's too small to make a meaningful difference?
  • At what one-time donation amount would you feel you're getting great impact for your money (a real bargain)?
  • At what one-time donation amount would it start to feel like a stretch for your budget, though still worth giving?
  • At what one-time donation amount would you feel it's too much for you to consider giving right now?
Q08
AI Interview

Explore the reasoning behind the respondent's likelihood-to-give-again score: what specific experience, interaction, or piece of communication shaped that number, and whether it ties back to how funds were used, how they were communicated with, or personal circumstances. If they gave a low score (0-6), probe what would need to change for them to consider giving again; if their giving history suggests they've lapsed or only given once, ask what caused that and what would re-engage them.

Q09
Point Allocation

If you were making a $100 gift to us today, how would you split it across these program areas? (Template note: replace the placeholder program areas with your organization's real programs before launching.)

  • (Replace with Program Area A, e.g., Direct Services)
  • (Replace with Program Area B, e.g., Research)
  • (Replace with Program Area C, e.g., Advocacy)
  • (Replace with Program Area D, e.g., Community Outreach)
  • General operating support
Allocate 100 points
Q10
Multiple Choice

Which method do you prefer for hearing about how your donations are used?

  • Email
  • Physical mail
  • Phone call
  • Text message
  • Social media
  • No further contact needed
  • Other
Q11
Short Text

What's one thing we could change to improve your donation experience?

Q12
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
Q13
Multiple Choice

Which range best reflects your household income?

  • Under $50,000
  • $50,000-$99,999
  • $100,000-$149,999
  • $150,000 or more
  • Prefer not to say
Q14
Message

That's everything — thank you for your generosity and your time! Your answers go directly into how we shape our donor communications, giving options, and program priorities.

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

  • Pairs standard quantitative measures (max-diff on giving motivations, a satisfaction matrix, constant-sum budget allocation across programs, and Van Westendorp pricing for asks) with an AI follow-up interview that reconstructs the actual reasoning behind each donor's likelihood-to-give-again score.
  • Covers the full donor journey in one flow — giving frequency and preferred giving method, satisfaction across specific touchpoints, program allocation preferences, and reporting/communication preferences — rather than isolated questions.
  • Goes beyond a single open-ended box: the adaptive AI interview probes each respondent individually on their score, so low scores and high scores get different, personalized follow-up questions instead of one generic 'why' field.
  • Ends with an automated report generation step, so nonprofit teams get synthesized donor-motivation insights without manually coding open-text responses.

QuestionPro

Nonprofit Donor Feedback Survey Questions + Sample Survey Template

A genuinely comparable, fielding-ready donor feedback survey template with sample questions on giving experience and satisfaction. It's built on QuestionPro's standard survey engine, so it's strong on distribution and reporting basics but static in question flow. Good like-for-like comparison for a nonprofit donor survey use case.

What it does well

  • Purpose-built donor feedback template with sample questions ready to adapt
  • Backed by a full survey platform with standard analytics and reporting
  • Established template library covering common nonprofit research needs

Where it falls short

  • Fixed question set with no adaptive AI follow-up to probe individual donor reasoning in real time
  • No voice AI interview option or screen-share guided tasks for richer qualitative context
  • No transparent, published prompt methodology behind any analysis or scoring

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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