Understanding Donor Needs: Closeness & Appreciation

When it comes to fundraising effectiveness, not-for-profit leaders are rethinking how they connect with supporters.

The DonorDrivers® framework offers a validated, more effective approach to understanding donor behaviour—one that goes beyond demographics or past giving. By uncovering the deeper emotional and psychological needs that drive generosity, this framework helps organisations speak to what truly matters.

DonorDrivers® Model

Drawing from research across 15 countries in the past 20 years, the framework identifies 27 consistent donor needs. These are grouped into four quadrants, reflecting distinct patterns in how individuals relate to charitable causes. While universal, the relevance of each need varies depending on the audience, campaign, and context.

Quadrant 1, focused on “Closeness and Appreciation,” sits between the Caring & Alleviating (Face 1) and Influence & Pleasure (Face 2) of the Four Faces of Charity® framework. It reveals highly personal, emotional drivers—often unspoken, but critical to building lasting donor relationships.

Here are the core motivations within Quadrant 1:

1. Absolution

“I sometimes feel that I have it too good and should also give something up.”

This motivation reflects an inner desire to balance privilege. Donors aren’t looking for guilt relief—they’re seeking harmony between their circumstances and the wider world. Giving satisfies that.

Example: Contributing to an annual Red Cross appeal without expecting to be shown outcomes.

2. Nurturing

“I love to take care of others and nurture them.”

These donors derive fulfilment from caring. Their support often mirrors their personal relationships. When they feel needed, or see emotional connection, their giving deepens.

Example: Long-term sponsorships, especially for donors without children or those seeking emotional purpose.

3. Fortune Insurance

“If I do good, good things will happen to me.”

This need is about creating emotional security. Giving becomes a way to maintain balance in an uncertain world. The motivation is internal and consistent.

Example: Supporting charities for the homeless or ill, as a means of preserving personal well-being.

4. Leaving a Legacy

“I want to leave something lasting with what I do that can be connected to me.”

Legacy-driven donors seek enduring impact. It's not necessarily about recognition—it’s about making values last beyond their lifetime.

Example: Naming rights for a community project or including a bequest in a will.

5. Personal Reward

“Just to see the smiles and happiness on the faces of those I help is incredibly rewarding.”

Here, giving is tied to emotional return. These donors are moved by seeing their impact, and this connection often drives continued support.

Example: Receiving personal updates from supported programs or meeting recipients.

6. Seeking Appreciation

“A little appreciation goes a long way.”

These donors value being seen. While their giving may be generous, it’s the personal recognition—tailored to their values—that makes them feel truly connected.

Example: Thank-you calls, certificates, or visible acknowledgment at events.

Why This Matters

For fundraisers and communicators, understanding these motivations is essential to crafting strategies that resonate. Aligning your message with these emotional needs can improve donor retention, increase lifetime value, and inspire stronger advocacy.

Quadrant 1 is a powerful reminder that giving is not just about the cause—it’s about identity, connection, and personal meaning.

In our next posts, we’ll examine the rest of the quadrants to help you uncover what matters for your donors to encourage them to support you more.

Want to understand how to better connect with your donors? Explore more at donordrivers.com.