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Marketing & Growth

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. Your responses are completely confidential and anonymized. 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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