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Nonprofit & Civic

Fundraising Message & CTA Effectiveness Survey

Tests donor-facing messages and calls to action to identify which language most motivates giving. Designed for nonprofit marketing teams seeking data-driven guidance on fundraising communications.

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Sample questions

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

24 questions · ~11 min
Q01
Message

Welcome! You are being asked to participate in a short research study about nonprofit communications. The survey will take approximately 6–8 minutes to complete. Your participation is completely voluntary, and you may stop at any time. There are no right or wrong answers — we are simply interested in your honest opinions. All responses are confidential and will be reported only in aggregate. By continuing, you agree to participate in this study.

Q02
Multiple Choice

In the past 12 months, have you personally donated money to any nonprofit organization?

  • Yes
  • No
Q03
Message

<p>You will now see three short fundraising messages. Please read each one carefully before answering the questions that follow.</p><p><strong>Message A:</strong> "Your $25 provides 50 meals to a neighbor in need — donate today and feed your community."</p><p><strong>Message B:</strong> "Every dollar you give is matched 2:1 to fund after-school tutoring — double your impact for local students."</p><p><strong>Message C:</strong> "Become a monthly donor for just $10/month and provide steady, reliable support that changes lives year-round."</p>

Q04
Message

<p>Now you will see three different call-to-action buttons that might appear on a fundraising email or webpage. Please read each one carefully.</p><p><strong>CTA 1:</strong> "Donate Now"</p><p><strong>CTA 2:</strong> "Give $25 Today"</p><p><strong>CTA 3:</strong> "Join Our Monthly Giving Circle"</p>

Q05
Opinion Scale

After seeing the messages and calls to action, how likely are you to donate to a cause like this in the next 30 days?

Scale: 1 – 7
Min:Not at all likelyMax:Extremely likely
Q06
Dropdown

What is your age?

  • 18–24
  • 25–34
  • 35–44
  • 45–54
  • 55–64
  • 65 or older
  • Prefer not to say
Q07
Message

Thank you for participating! Your feedback will directly help improve nonprofit fundraising communications. Your responses are confidential and will be reported only in aggregate.

Q08
Multiple Choice

Which of the following causes have you supported or would you be most interested in supporting? (Select all that apply)

  • Hunger & food security
  • Education & youth development
  • Health & medical research
  • Environment & conservation
  • Poverty & homelessness
  • Arts & culture
  • Animal welfare
  • Other
  • None of the above
Q09
Opinion Scale

How motivating is Message A ("Your $25 provides 50 meals to a neighbor in need") in encouraging you to donate?

Scale: 1 – 7
Min:Not at all motivatingMax:Extremely motivating
Q10
Opinion Scale

How likely would you be to click CTA 1 ("Donate Now") if you saw it in a fundraising email or webpage?

Scale: 1 – 7
Min:Not at all likelyMax:Extremely likely
Q11
Opinion Scale

How confident are you that you would follow through on a donation if you decided to give?

Scale: 1 – 7
Min:Not at all confidentMax:Extremely confident
Q12
Multiple Choice

How do you describe your gender?

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q13
Opinion Scale

How motivating is Message B ("Every dollar you give is matched 2:1 for after-school tutoring") in encouraging you to donate?

Scale: 1 – 7
Min:Not at all motivatingMax:Extremely motivating
Q14
Opinion Scale

How likely would you be to click CTA 2 ("Give $25 Today") if you saw it in a fundraising email or webpage?

Scale: 1 – 7
Min:Not at all likelyMax:Extremely likely
Q15
AI Interview

Thinking about what might influence your decision to donate, what factors would hold you back or motivate you to give?

Q16
Multiple Choice

Which region do you currently live in?

  • North America
  • Europe
  • Asia-Pacific
  • Latin America and Caribbean
  • Middle East and North Africa
  • Sub-Saharan Africa
  • Prefer not to say
Q17
Opinion Scale

How motivating is Message C ("Become a monthly donor for just $10/month") in encouraging you to donate?

Scale: 1 – 7
Min:Not at all motivatingMax:Extremely motivating
Q18
Opinion Scale

How likely would you be to click CTA 3 ("Join Our Monthly Giving Circle") if you saw it in a fundraising email or webpage?

Scale: 1 – 7
Min:Not at all likelyMax:Extremely likely
Q19
Long Text

Based on your responses throughout this survey, please share any additional thoughts or feelings about the messages or calls to action you reviewed.

Q20
Dropdown

What is the highest level of education you have completed?

  • Less than high school
  • High school or equivalent
  • Some college or vocational training
  • Bachelor's degree
  • Postgraduate or professional degree
  • Prefer not to say
Q21
Ranking

Please rank the three messages from most to least compelling.

  1. Message A: Meals for a neighbor
  2. Message B: Matched gift for tutoring
  3. Message C: Become a monthly donor
Drag to rank
Q22
Multiple Choice

Which of the three call-to-action phrases would be most likely to prompt you to take action?

  • Donate Now
  • Give $25 Today
  • Join Our Monthly Giving Circle
Q23
Multiple Choice

What is your current employment status?

  • Employed full time
  • Employed part time
  • Self-employed
  • Unemployed and looking for work
  • Student
  • Homemaker or caregiver
  • Retired
  • Other
  • Prefer not to say
Q24
Long Text

Briefly, why did your top-ranked message resonate with you?

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

  • Directly A/B/C tests three real fundraising message variants (impact-framed, matched-gift, monthly-giving) using opinion-scale ratings plus a forced ranking and open-text 'why it resonated' follow-up, rather than just general feedback.
  • Compares three specific CTA phrasings ("Donate Now," "Give $25 Today," "Join Our Monthly Giving Circle") on click-likelihood and preference, giving nonprofit marketers actionable copy guidance.
  • Includes an AI follow-up interview that adaptively probes what factors would actually influence a respondent's donation decision, surfacing reasoning static scales can't capture.
  • Pairs donation history, cause affinity, and demographic segmentation with overall donation-likelihood and follow-through-confidence measures, so results can be sliced by donor type.

QuestionPro

Loyalty Acid Test - Fundraising Version Survey Template

This is a fundraising adaptation of QuestionPro's general 'loyalty acid test' instrument, focused on donor loyalty and satisfaction rather than testing specific message or CTA wording. It's a ready-to-field static template with QuestionPro's standard survey logic and reporting behind it.

What it does well

  • Based on an established, reusable loyalty-measurement framework
  • Backed by QuestionPro's mature survey logic, branching, and dashboard reporting
  • Quick to deploy for general donor-sentiment tracking

Where it falls short

  • Not designed to compare specific message or CTA variants side by side like ours does
  • Static question set with no adaptive AI follow-up probing
  • No published methodology for how loyalty scores are calculated or scored

SurveyMonkey

Fundraising Feedback Survey Template

A general post-fundraising feedback template aimed at gathering donor satisfaction and event/campaign impressions, not at testing which specific message or CTA language drives more giving. It's a straightforward, fielding-ready static form built on SurveyMonkey's well-known survey builder.

What it does well

  • Easy, familiar survey builder and fast distribution
  • Established brand with broad respondent-panel and analytics options
  • Simple to customize for general feedback collection

Where it falls short

  • No built-in message/CTA comparison structure — this is feedback collection, not experimental copy testing
  • No adaptive AI interview or voice AI follow-up to explore donor reasoning
  • No automated per-response quality scoring or transparent prompt documentation

SurveySparrow

Fundraising Feedback Form Template

A conversational-style feedback form for capturing general donor impressions after a fundraising effort, rather than a controlled test of competing messages or CTAs. It leans on SurveySparrow's chat-like UI but remains a static question set once published.

What it does well

  • Conversational, chat-style form UI that may feel more engaging than plain forms
  • Simple to launch for general post-campaign feedback
  • Mobile-friendly presentation

Where it falls short

  • Not structured to rank or compare specific message/CTA variants as ours does
  • No adaptive AI follow-up questioning — the conversational feel is templated, not dynamically generated
  • No transparent prompt methodology or automated quality scoring of open responses

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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