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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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Campaign Donor Motivation and Retention Survey
Thanks so much for supporting our campaign — 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.
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Sample questions
A preview of what’s in the template. Every question is editable before you launch.
11 questions · ~7 min
Q01
Multiple ChoiceRequired
How did you first learn about this campaign?
- Social media
- Text message
- Direct mail
- Word of mouth from a friend or family member
- Website or search
- An event
- Other
Q02
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
Q03
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
Q04
Opinion ScaleRequired
How compelling was the message asking you to donate?
Scale: 1 – 7
Min:Not at all compellingMax:Extremely compelling
Q05
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
Q06
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.
Q07
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
Q08
Multiple Choice
How would you prefer to hear about future updates or asks from this campaign?
- Text message
- Social media
- Phone call
- Direct mail
- I'd rather not be contacted again
Q09
Number
In the past 12 months, roughly how many other causes or campaigns have you donated to (besides this one)?
Q10
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
Q11
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
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 TemplateThis 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 TemplateDespite 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
Frequently asked questions
What questions are in the “Campaign Donor Motivation and Retention Survey” template?
The template includes 11 ready-to-use questions, starting with: “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)?”. The full set is previewed above, and every question is editable.
How long does this survey take to complete?
Respondents typically finish the 11 questions in about 7 minutes.
Can I customize this template?
Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.
Is this template free to use?
Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.
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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