Get donors to donate: 7 proven strategies for nonprofits

The key is to make giving easy, meaningful, and personal. That means having a strong donation page, clear messaging, and a plan for keeping supporters engaged long after they give. It also means understanding what motivates donors in the first place. Are they passionate about your cause? Do they want to feel part of a community? Do they need to see proof that their donation makes a difference?

In this guide, we’ll break down practical, proven ways to attract and keep donors—without feeling pushy or transactional.

1. Donor motivation: what drives potential donors to give?

If you want more donors, you need to understand why people give in the first place. Donations aren’t just about supporting a cause—they’re about emotion, trust, and connection. When someone donates, they’re making a personal decision to be part of something bigger than themselves. So, what drives that decision?

The power of emotion

People don’t give because of statistics—they give because they care. A well-told story about the real people your nonprofit helps is far more powerful than any number. When donors can see and feel the impact of their contributions, they’re more likely to give (and keep giving).

Building trust through transparency

Donors want to know their money is making a difference. Sharing updates, success stories, and annual reports helps them see the results of their generosity. Clear, honest communication builds confidence, which leads to long-term support.

Aligning with donor values

People donate to causes that align with their personal beliefs. The stronger the connection between your nonprofit’s mission and a donor’s values, the more likely they are to contribute. Make sure your messaging speaks directly to why your work matters—not just in general, but to them.

2. Strengthening your donor base: engaging existing and prospective donors

Finding new donors is important, but keeping the ones you already have is just as crucial. A strong donor base isn’t built overnight—it comes from consistent engagement, meaningful connections, and making sure donors feel valued. So how do you turn one-time givers into long-term supporters while also bringing in fresh faces?

Take care of your existing donors

Your current donors are your biggest asset. If they feel appreciated, they’re more likely to give again—and even spread the word to others. A simple thank-you message, a personal update, or a story about the impact of their gift can go a long way. When donors feel like they’re part of your nonprofit’s journey, they’ll stick around.

Connect with prospective donors

New donors need to see why your cause is worth supporting. Social media, email campaigns, and community events are great ways to introduce them to your mission. But the key is making them feel included, not just asked for money. Show them real stories, invite them to participate in your work, and let them know they’re needed.

Involve your board members

Your board members aren’t just decision-makers—they can also be some of your best fundraisers. Encourage them to tap into their networks, introduce your nonprofit to potential supporters, and even make their own contributions. When leadership is engaged, it sets an example for everyone else.

3. Optimizing your digital presence: making giving easy and accessible

In today’s world, if donating isn’t quick and simple, people won’t do it. A strong online presence ensures that potential donors can support your cause without jumping through hoops. Whether they’re giving from their phone, laptop, or tablet, your donation page and online donation form should be easy to find, easy to use, and inspiring enough to make them want to give.

Design a donation page that converts

Your donation page isn’t just a form—it’s an opportunity to connect with potential donors. Make sure it’s:

• Simple and clutter-free – Too many distractions can drive donors away. Keep the focus on the donation itself.
• Clear about impact – Show donors exactly where their money is going and who it helps.
• Optimized for mobile – If your page doesn’t work well on a phone, you’ll lose donations.

Use an online donation form that removes friction

A complicated donation process is one of the biggest reasons people abandon their gifts halfway through. Keep your online donation form short and straightforward:

• Offer suggested donation amounts.
• Allow multiple payment options (credit card, PayPal, even Venmo).
• Enable recurring donations with a simple checkbox.

Add a strong call to action (CTA)

Don’t assume visitors will donate just because they landed on your page. A well-placed call to action—like “Give Now to Change a Life” or “Your Support Makes a Difference”—can make all the difference. Keep it urgent, direct, and donor-focused.

A strong digital presence removes barriers between your cause and your supporters. When giving is easy and engaging, more people will take action—and that means more impact for your nonprofit.

4. Leveraging fundraising events and campaigns for donor acquisition

A well-planned fundraising event is more than just a way to raise money—it’s a powerful tool for attracting new supporters and strengthening relationships with existing ones. Events create excitement, bring people together, and give donors a firsthand look at your nonprofit’s impact. When done right, they don’t just generate funds—they grow your donor base for the long term.

Host events that bring in new donors

Not every event needs to be a gala. Think about creative, engaging ways to bring in prospective donors while keeping costs low:

• Community gatherings – Small, informal meetups introduce new people to your cause.
• Peer-to-peer fundraisers – Let your supporters raise money on your behalf.
• Virtual events – Webinars, live Q&As, and social media fundraisers are cost-effective and accessible.

Craft a fundraising appeal that inspires action

Your fundraising appeal—whether it’s for an event, a campaign, or an online donation drive—should connect with donors emotionally. Keep it simple:

1. Tell a compelling story.
2. Show the impact of their support.
3. Make it easy to give.

Use events to turn guests into long-term supporters

Events are a great way to bring in new faces, but the real goal is keeping them engaged after the event is over. Follow up with attendees, thank them personally, and invite them to stay involved through email updates, volunteer opportunities, or monthly donor programs.

5. Conducting prospect research: identifying major donor prospects

Not all donors give at the same level. While every contribution matters, securing gifts from high-capacity donors can make a huge impact on your nonprofit’s financial health. That’s where conducting prospect research comes in. By identifying and understanding major donor prospects, you can focus your efforts on those most likely to give big.

What is prospect research, and why does it matter?

Prospect research helps nonprofits find donors who have both the financial ability and the interest to make significant contributions. It involves looking at key indicators like:

• Past giving history – Have they donated to similar causes before?
• Wealth indicators – Do they own businesses, real estate, or high-value assets?
• Connections – Are they involved in philanthropy, on nonprofit boards, or within networks that support your cause?

How to approach major donor prospects

Once you’ve identified potential high-level donors, the next step is building a relationship. The key is not rushing the ask—instead, focus on engagement first:

1. Personal outreach – A direct email, phone call, or even a handwritten note can go a long way.
2. Exclusive invitations – Invite them to private events or behind-the-scenes tours to deepen their connection to your mission.
3. One-on-one meetings – Share your vision, answer their questions, and show them how their support can make a real difference.

Using research to create long-term relationships

Major donors aren’t just one-time givers. With the right approach, they can become lifelong supporters, funding large initiatives and inspiring others to give. Keep them engaged with personalized updates, opportunities to get involved, and recognition for their contributions.

6. Expanding donor opportunities with gift programs and grants

Relying only on individual donations can be tough. To build a more sustainable funding strategy, nonprofits should explore additional revenue sources like gift programs and grants programs. These funding opportunities can bring in new supporters, strengthen donor relationships, and provide long-term financial stability.

Setting up a successful gift program

A gift program allows donors to contribute in ways beyond one-time donations. Here are a few options to consider:

• Matching gifts – Many companies will match their employees’ donations, doubling or even tripling the impact.
• Planned giving – Donors can leave a legacy gift in their will to support your nonprofit’s future.
• In-kind donations – Some donors prefer to give goods or services instead of money.

Applying for grants to secure funding

A grants program can be a game changer for nonprofits, providing significant financial support for specific projects. To maximize your chances of winning grants:

• Research thoroughly – Look for grants that align with your mission and funding needs.
• Follow guidelines carefully – Every grant has different requirements, so be sure to meet them all.
• Tell a compelling story – Make it clear how the funding will create real impact.

Diversifying funding for long-term success

A healthy nonprofit doesn’t rely on just one type of funding. By combining individual donations, gift programs, and grants, you create a more stable financial foundation—one that can support your mission for years to come.

7. Building long-term donor relationships for sustained impact

One-time donations are great, but long-term support is what keeps nonprofits thriving. When donors feel a real connection to your mission, they’re more likely to give again—and even increase their contributions over time. Building lasting relationships isn’t about constantly asking for money. It’s about making donors feel valued, informed, and inspired to stay involved.

Create personalized donor experiences

People give to causes they care about, but they stay engaged when they feel like they matter. Instead of treating all donors the same, make your outreach personal:

• Use their name in emails and thank-you messages.
• Reference their past contributions and the impact they’ve made.
• Offer different ways to get involved, beyond just donating.

Develop consistent communication strategies

The biggest mistake nonprofits make? Only reaching out when they need money. Donors should hear from you regularly, not just during fundraising campaigns. Keep them engaged by:

• Sending monthly updates with stories and successes.
• Sharing behind-the-scenes looks at your work.
• Asking for feedback and input on key initiatives.

When donors see the ongoing impact of their support, they’re more likely to stay connected.

Focus on long-term stewardship

Strong donor relationships don’t just happen—they’re built over time. Make sure you:

• Recognize their generosity – A handwritten note, a public shoutout, or an exclusive event invitation can show appreciation.
• Invite them deeper into your mission – Offer volunteer opportunities, leadership roles, or advisory positions.
• Give them reasons to stay engaged – Keep your communication inspiring, informative, and interactive.

Ready to grow your impact? Let’s make it happen. 

Bringing in more donors—and keeping them engaged—isn’t about luck. It’s about having the right strategy, the right message, and the right tools to make giving easy and meaningful. Whether you’re refining your donation page, hosting a fundraising event, or launching an end-of-year campaign, every step you take toward donor connection pays off in long-term support.

And the best part? You don’t have to do it alone.

Harness is more than a fundraising platform. We’re your full-service partner—from strategy to execution. With personalized support, automation tools, and advanced donor engagement features, we help you do more with less. Build recurring revenue. Deepen donor loyalty. Scale your mission without scaling your team.

Frequently asked questions

How can I attract new donors to my nonprofit?

Start by building relationships, not just asking for money. Engage people through social media, community events, and storytelling. Show them why your mission matters and how their support makes a real difference.

What makes a donation page effective?

A great donation page is simple, mobile-friendly, and clear about how donations will be used. Include a strong call to action and make the process quick and hassle-free.

How can I turn one-time donors into long-term supporters?

Keep in touch! Send thank-you messages, provide impact updates, and invite donors to get more involved through events, volunteer opportunities, or gift programs. Make them feel like part of your nonprofit’s journey.

What role do board members play in donor acquisition?

Your board members can be some of your best fundraisers. Encourage them to introduce your nonprofit to their networks, advocate for your cause, and lead by example with their own contributions.

Why is prospect research important for donor acquisition?

Conducting prospect research helps you identify potential major donors who have both the ability and the interest to give. This allows you to focus your efforts on building relationships with the right people.