Understanding donor behavior and motivations is a key aspect for any non-profit organization aiming to optimize its strategy for attracting and retaining supporters.
Donation behavior analysis enables the W.A.V.E. Association to identify the factors that drive financial contributions, eliminate barriers that hinder donations, and strengthen relationships with both individual and corporate donors.
To gain deeper insight into its donor audience, the W.A.V.E. Association commissioned MKOR to conduct a market research study.
Why Understanding Donor Motivations is Key to NGO Growth
Analyzing donor behavior is essential for any non-profit organization focused on attracting and retaining supporters. Understanding why people donate, how frequently they contribute, and the obstacles that prevent them from supporting a cause enables the development of more effective communication and fundraising strategies.
Through such analysis, organizations can uncover what motivates donors, better understand their experiences, and build long-term relationships that ensure greater impact and ongoing support for their mission.
Thanks to this study, the W.A.V.E. Association can better understand both the needs and expectations of donors, as well as the challenges that must be overcome to grow its organizational impact.
Identifying the factors that influence donations, removing barriers, and improving donor experience helps transform occasional donors into long-term supporters—contributing to sustainable growth for the organization and its mission.
Defining the Core Objectives of Our Donor Research
The objective of this study was to analyze:
- Donation frequency – How often do people contribute to social causes? Are the donations occasional or recurring?
- Preferred cause areas – What types of causes do donors prefer to support? Do they choose to fund education, health, environmental protection, or other areas?
- Attitudes toward donating – What motivates them to give? Is it empathy, a sense of social responsibility, or other personal factors?
- How W.A.V.E. Association is perceived – How do donors perceive the association, and what is the donor profile associated with this organization?
- Relationship with the corporate sector
Based on the results of this study, MKOR identified five donor categories based on their motivations. Using this insight, the W.A.V.E. Association will be able to design specific communication strategies and fundraising efforts tailored to each donor typology and aligned with the organization’s causes.
How Understanding Donor Profiles Can Help Your Organization
The study conducted by MKOR for the W.A.V.E. Association was extensive and detailed, providing a clear perspective on donor behavior and the factors influencing their decisions. Here’s what such a study can include—and how it can benefit you:
- Donation methods used over the past 12 months – We evaluate how donors contributed, whether through bank transfers, online payments, recurring donations, or contributions made during fundraising events.
- Future donation intentions – We analyze how likely donors are to continue supporting the cause and what factors influence their decision to donate again.
- Key donation drivers – We identify the main motivations behind giving, such as transparency, social impact, recommendations, or personal involvement in the cause.
- Spontaneous associations with the organization – We assess how your organization is perceived by donors and what values or causes they associate with it.
- Satisfaction with the experience – We evaluate donor satisfaction regarding the donation process, communication, and the perceived impact of their support.
- Net Promoter Score (NPS) – We measure how likely donors are to recommend your organization to others or to companies, offering a valuable indicator of loyalty and trust.
Based on the analysis results, MKOR can provide valuable insights to help you optimize your donor attraction and retention strategies—ensuring consistent support and long-term impact for your organization.
About the Research
This study involved primary research conducted through direct data collection from the source, using an online opinion survey.
- Target market: Romania
- Target audience: Clients, donors, or active users in the past 12 months
- Type of research: Quantitative
- Research method: Online opinion survey (CAWI)
About the Client
W.A.V.E. Association (WORLD ANIMAL VETERINARY EMISSARIES) is a non-profit organization founded in 2011, dedicated to helping abandoned animals in critical situations. The team includes 20 veterinary doctors, nurses, and support staff, all united by one purpose: to step in where others cannot, providing rapid and essential assistance in emergency cases.
This program helps abandoned dogs and cats, housed in shelters or living with families of modest means or part of vulnerable social groups. The association’s activities are based on donations and aim to support animals in urgent need of care.
Are You Ready to Focus on Your Business Potential?
MKOR is an innovative and agile research agency. We strongly believe that data collected directly from the market—about consumers and their perception of your brand—offers a clearer picture of your potential and the challenges your company faces. Agility and empathy in business are our superpowers.
Schedule a meeting with us today for a personalized study, tailored to your organization’s research needs.
With clearly defined objectives, we can help you achieve:
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- Brand tracking studies
- Studies on consumer behavior via our interactive platform – Consumer Trends.Live
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More than that, we help you quickly obtain clear, actionable answers for your business through Agile Research.
Agile Research is a flexible market research service that allows you to ask 3–5 specific questions and gain access to a nationally representative sample.
In fact, it might be the perfect starting point for building a long-term partnership with MKOR.
