Hidden Major Donors: Getting a “Yes” Means First Asking All the Right Questions

It’s easy to communicate with your major donors—you just pull out the top givers in your database, then call or email, right? Not so fast. 

The truth is that there are lots of other excellent prospects for legacy gifts hidden in that database. We call them hidden major donors. Their motivations for supporting your organization are as different as the people themselves.  

Getting them interested in planned giving means finding out what matters most to them.  

Who are your hidden major donors? We offer these possible personas, along with their typical motivations and the kinds of questions that will help identify them.  

1. The Personally Impacted Donor 

• Description: These donors have a deep connection to the cause. They often have been personally impacted by the work, or they have loved one who has been. 
• Motivations: a responsibility to “return the favor,” a desire to “pay it forward,” or a wish to prevent pain or trauma for others. 
• Questions that will resonate: 
  • “How did you first become connected to the work?”  
  • “Why do you choose to support our cause?” 
  • “Is there a person or story that led you to support our work?” 

2. The Grassroots Giver 

• Description: This individual or family feels a strong sense of connection to their community by building relationships and often has a “rising tide lifts all boats” mentality. 
• Motivations: being “neighborly,” building relationships, and desiring to have influence or make a difference. 
• Questions that will resonate: 
  • “What types of causes do you choose to support? Why?” 
  • “Do you believe we make good use of our organization’s resources?” 
  • “How willing are you to share about our organization with others?” 

3. The Moral Compass Supporter 

• Description: An individual or family who feels that giving back is “simply the right thing to do,” sometimes based on their religious beliefs. 
• Motivations: A strong moral code, a spiritual belief system, and empathy. 
• Questions that will resonate: 
  • “What types of causes do you choose to support? Why?” 
  • “Do you believe we make good use of our organization’s resources?” 
  • How willing are you to share about our organization with others?” 
  • “Why do you choose to support our work?” 
  • “What are you goals when it comes to giving?” 

4. The Family-Oriented Donor 

• Description: An individual or family who gives out of familial expectations or who desires to carry out a relative’s wishes or legacy. 
• Motivations: Memory of a loved one, commitment to their family’s wishes, or a strong sense of familial connection or pride. 
• Questions that will resonate: 
  • “Can you tell me more about your family?” 
  • “Did you hear about our work through a friend or family member? Tell me more about that.” 

If one of the descriptions and motivations sound like some hidden major donors you already know, use the accompanying questions to help draw them in and remind them of their regard for your work. That’s the first step toward being able to inspire them to think about including you in their estate plans. 

On the other hand, if you don’t know much about a particular donor, using a variety of the suggested questions above will help you identify where they fit in the mix, how connected they feel, and what kinds of approaches would motivate them to consider a planned gift to your organization.  

Now you have what you need to get to know your donors on a deeper level. Use that knowledge to help them see how your organization’s work fits into their legacy.  

Not sure how to have that kind of conversation with so many donors on your list? Canopy can help!