Off the Desk: Just like your dinner plate - That's how needs models work.
What Donors Want From Your Cause
Our latest analysis reveals a clear gap between what motivates donors and what they receive from charities.
We run our needs insight research across countries and update it at least annually. This tracks how donor priorities shift as circumstances change.
The gap behind donor choice Our model covers 27 validated drivers of giving. It shows why people give and what triggers that decision.
We first assess the importance of each need. We then analyse its actual impact on giving and ask donors how well the market fulfils it.
The gap between impact and fulfilment reveals the opportunity. Country-level results provide the first pointer, while brand-level research identifies the needs linked to your mission and supporters.
A wider value exchange The latest European country study placed Broadening Horizons far ahead of the other driver needs. Yet the market fulfils it poorly.
The leading needs covered every quadrant of the model:
Broadening Horizons
Social Caretaking
Creating and Growing
Supporting Progress
Organizing and Achieving
Sharing
Nurturing
That mix matters. Social Caretaking belongs to the altruistic heartland of charitable giving. Creating and Growing focuses on exploration and creation. Organizing and Achieving gives donors a hands-on role. Broadening Horizons sits between altruistic and self-directed needs. It reflects a wider shift in the donor value exchange. Our research compared 2013 and 2017. Within that 4-year period, we saw an 18% gap emerge between the more altruistic quadrants and those focused on what donors receive from the experience. Curiosity creates the opportunity Broadening Horizons is the pleasurable discovery of new, interesting and curious things connected to your cause.
It is not education.
It is the experience of searching for one subject on Google or AI, then realising that three hours have passed because you discovered lots of wonderful, usually useless things.
For an animal charity, that story could explore how eye contact between a person and a dog produces the same hormonal response in both. Oxytocin rises, which creates a sense of connection.
For a cause related to vision impairment, it could explore Microsoft’s technology-packed augmented reality backpack for people with vision impairment.
For an overseas development charity, customs, places and unfamiliar experiences provide rich material for discovery.
The principle stays the same: give supporters something curious that makes them wonder.
At the time of the webinar, we expected the Netherlands study results in about two weeks and had started to arrange appointments. To discuss the Dutch results and what they mean for your mission, email stefan@mext.studio.
You’ll also find our updated donor needs insight playbook on our website. It contains all the needs and their descriptions, ready to apply.
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