Fundraising Framework (#1): What Really Moves Donors to Give

Tom Iselin
Sep 30, 2015
4 min read

Updated: Dec 13, 2025

In this blog, you will learn tips on how and why donors "select" nonprofits to support. There are dozens of reason and motives, but knowing just six, the Super 6, will save time and money, resulting in more efficient and effective fundraising.

Fundraising Framework (#1):

What Really Moves Donors to Give

In this blog—and the next—I want to introduce a fundraising concept I call The Super Six.

It’s a simple but powerful fundraising framework that keeps you focused on the big picture of what actually influences donors to give.

And that matters, because the more clearly you understand—and intentionally address—these influencing factors, the greater the likelihood a donor will say yes.

And let’s be honest:Who doesn’t want more donors and more gifts?

Let’s get started.

Why the Super Six Matters

We all know there are dozens of reasons donors choose one nonprofit over another.

After raising money from thousands of donors—small, mid-level, and major—I’ve learned something important:

While many factors influence giving, six consistently stand head and shoulders above the rest.

I call these six factors The Super Six.

The higher a donor emotionally and mentally rates your nonprofit on these six factors alone, the more likely they are to make a gift.

The Super Six Factors That Drive Giving

Here are the six factors donors use—often subconsciously—to evaluate nonprofits:

Issues they care about
Missions they believe in
Organizations they trust
People they like
First-rate performance and impact
Outstanding donor relations and customer service

You should always be asking yourself:How are donors rating us in each of these six areas—and how can we improve our score?

Let’s take a closer look at the first three.

1. Issues They Care About

This one is foundational.

If a donor doesn’t care about the issue you address, it’s unlikely they’ll support your organization long-term.

For example:If you run a nonprofit that restores antique art, donors who don’t care about antique art restoration may:

Make a small, one-time gift if asked by a friend
Attend an event out of courtesy

But they are unlikely to become:

Engaged supporters
Loyal donors
Long-term partners

On the other hand, donors who care deeply about the issue may support multiple organizations working in that space.

What This Means for You

Find and retain donors who already care about your issue
Or invest time educating donors on why they should care

Issue alignment is the first gate donors pass through.

2. Missions They Believe In

In most communities—especially larger cities—there are often multiple missions addressing the same issue.

Take hunger, for example:

One donor may believe strongly in soup kitchens
Another may prefer Meals on Wheels for seniors
Another may support food banks or policy-based solutions

Once a donor cares about an issue, they typically choose the mission they believe in most.

Some donors support multiple missions—but most choose one primary organization per issue.

What This Means for You

You must clearly answer this question:Why should a donor support your mission instead of the one across town?

You need to:

Clearly articulate your unique approach
Explain how your mission is different
Show why your strategy resonates emotionally and practically

Belief in the mission is what turns interest into commitment.

3. Organizations They Trust

Trust is non-negotiable.

Donors want to feel confident that the nonprofits they support:

Are honest
Are well-run
Use funds wisely
Deliver what they promise

They expect:

Reliable communication
Consistent messaging
Professional operations
Strong ethical standards

If donors begin to question your credibility, trust erodes quickly.

And once trust is gone, donors are gone too.

Why You Only Need to Focus on Six Things

There may be hundreds of reasons donors give—but you don’t need to chase all of them.

If you focus intentionally on The Super Six, you simplify fundraising while increasing effectiveness.

In Part Two, I’ll break down the final three factors:

People donors like
Performance and impact
Donor relations and customer service

Key Takeaways

Donors evaluate nonprofits using a small set of core factors
Issues and mission alignment come first
Trust is essential for long-term giving
Clear positioning beats generic messaging
Focusing on the Super Six increases results with less effort

Summary

Fundraising doesn’t have to be complicated—but it does need to be focused.

If you consistently improve how donors rate your nonprofit on The Super Six, you’ll dramatically increase the likelihood of gifts, loyalty, and long-term support.

Focus on what matters most.Improve your Super Six score.And you’ll win more donors—with less effort.

Part Two coming next.

Tom Iselin

Rated One of America’s Best Board Retreat

and Strategic Planning Facilitators

About the Author

Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.

Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.

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If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!

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