How to Get Donations From Different Types of Donors on GoFundMe
Are you wondering how to get donations on GoFundMe for your fundraising efforts this year? Start by asking yourself: What inspires people to give?
Every individual donor is unique and feels compelled to support a cause for different reasons. Understanding what drives someone to contribute makes it much easier to earn their support and drive donor engagement.
The challenge is that a one-size-fits-all approach doesn’t work. When you approach every potential donor in the same way, you can miss the mark. People crave personalized communication.
By speaking to an individual’s interests and motivations, you can connect more deeply, build strong relationships, and inspire them to give generously. In this guide, we’ve broken down five different types of donors and given tips on how to approach them, so you can start building an effective fundraising plan.
Breaking down the 6 different types of donors
Learn what motivates different fundraising donors to give, then craft a unique message to each type, as well as to each individual.
A smart fundraising strategy involves targeted outreach. Start by considering what motivates different donors to give, and then craft unique messages to each. For a masterclass in writing fundraising letters, see our detailed post.
Here are five templates with tailored messaging to target each type of donor.
1. Loved ones
Your family and friends form the front line of your support system. Since you have a personal connection with this loved one, your approach should reflect that. Even when you know relatives will make a donation, never take their support for granted. Make it clear how their gift strengthens your bond.
Example message to a loved one:
“Hey, Aunt Katherine,
I’m really excited about the fundraiser I just started, [your fundraiser title]. I’m raising money to go on a medical mission trip to [location]. It reminds me of the time you and I talked about [experience or personal moment here]. It would mean a lot to me if you could support my fundraiser with a donation. Here’s the link: [insert fundraiser link].”
2. Casual givers
These donors like to give back, but don’t have the time or inclination to volunteer, so they prefer to make donations. They may not be devoted to any particular cause or organization, and often make small donations to many different causes on their own time, including yours.
The key to motivating casual givers is to show them precisely how their donations will make a difference. Remember, unlike loved ones, this might be a casual giver’s first time hearing about your fundraising initiative, so include lots of detail and introduce yourself.
Example message to the casual giver:
“Want to make a real impact in a college student’s life? Consider donating to [fundraiser title]. Your donation of $100 will help me buy textbooks for an entire semester. Here’s the link: [insert fundraiser link].”
3. Cause contributors
These donors are attracted to specific causes for personal reasons. They’re more likely to volunteer and make donations to that one nonprofit organization. For instance, a breast cancer survivor may feel compelled to help others by donating to causes related to breast cancer. The key to approaching cause contributors is to respectfully address their connection to the cause without pandering.
Donor management is key here. You could build lasting relationships with these supporters and encourage future donations. Be sure to keep them updated on how your fundraiser is performing. Read our post on donor retention to learn more.
Example message to cause contributors:
“Hi, [name],
I’m raising funds and awareness for cerebral palsy, and I thought you may be interested in supporting my fundraiser. I’ve been following your daughter’s story, and her resilience after diagnosis is inspiring. Any amount you give will help me fight for people living with cerebral palsy. Here’s the link: [insert fundraiser link].”
4. Community crusaders
Your street, neighborhood, town, and its many niche groups are filled with community crusaders. These benevolent guardian angels do everything from organizing park cleanups and community improvement projects to cheering on local amateur sports teams. They love their neighborhood and don’t hesitate to invest in it. Show them how your fundraiser will benefit the community, and ask for their advice on reaching others.
Example message to a community crusader:
“Hi, [name],
I recently started a fundraiser to help clean up [local place]. As I’m sure you’ve seen, the piles of trash are both unattractive and damaging to our local habitat. A donation of any amount will help us restore the beauty of our community. I welcome any help or advice you can offer. Here’s the link: [insert fundraiser link].”
5. Major donors
Think of major donors like big fish. They are foundations, corporations, and local businesses that can give large donations. The key to approaching big fish is to show, first, how your cause or nonprofit organization lines up with their mission (this can be their organization’s mission or their social responsibility goals) and, second, that supporting your cause will give them a halo in the community.
Consider sponsorship, partnerships, or matching gifts to increase the amount of money raised through corporate donors or local businesses.
Example message to a big fish:
“Hi, [name],
As you may know, [town]’s animal rescue facility was destroyed by the recent flood. We’re reaching out to you because of [organization name]’s long history of supporting causes that improve animal welfare. Our fundraiser, [fundraiser title], will help give rescue animals a new home—all funds will be used for the construction of a new animal rescue facility in [town name]. Here’s the link: [insert fundraiser link].”
6. Legacy donors
Legacy donors are individuals who leave a lasting impact after their death by including a charitable organization or cause in their estate plans, through wills, trusts, or bequests. These donors are typically deeply committed to a cause and want to support it after they pass away.
This planned giving requires a careful fundraising strategy and investment in building genuine, long-term relationships. Once this relationship is established, charitable organizations would then reach out to invite the individual supporter to leave a lasting impact.
Example message to a legacy donor
“Dear [Donor’s Name],
I wanted to personally thank you for the enduring support you’ve given our animal sanctuary. Your generosity has made a huge impact on allowing us to help animals in need.
I wanted to invite you to make a lasting impact on our organization. Many of our most loyal and dedicated supporters have chosen to include us in their estate plans. Your contribution would help us continue our good work for years to come.
If you’ve ever considered leaving a legacy that reflects your values and passion for animal welfare and conservation, we would be honored to speak with you.”
Aside from sharing your fundraiser, remember to post updates
Frequently sharing your fundraiser is just as important as posting fundraiser updates. Besides sending a fundraising letter to potential donors, try out other easy ways to share your fundraiser. Tag your friends and family on social media to make it easier for them to re-share your posts and reach more people. Or consider posting your fundraiser in a forum or group that’s related to your cause. It’s great to have your fundraiser link handy in case someone asks how they can help.
As for fundraiser updates, be sure to share any new progress or challenges at least once a week. Letting your donors know how they’re making a difference can inspire more to give. In your updates, include any photos or videos to make your donors feel a part of your journey. Don’t forget to thank your community for their help, and it’s especially crucial to say thank you to donors when you reach your fundraising goal.
Expand your donor pool—and get everyone to jump in
By knowing which types of donors you’re approaching, you can tailor your outreach and run a more effective fundraiser. You can also ensure that you’re approaching the widest variety of donors possible.
Do your homework before reaching out to potential donors, especially organizations, and be knowledgeable about who you’re talking to before you connect. Now that you know how to get donations on GoFundMe, start your fundraiser today.