What happens when we ask for nothing more than a donation?
We get… well, just that (if you’re lucky).
And when budgets tighten or inboxes fill up? Those gifts disappear.
Floyd Jones’ LeaderLab session at WCFC 2025 left us thinking deeply about how nonprofits can build for believers, not just donors. People want to help. But we have to offer more than a transaction — we have to invite them into a relationship.
As Floyd said: “If a donation is all you want, then a donation is all that you’re going to get.”
The Insight
Fundraisers are often on a treadmill — moving from one campaign to the next, just trying to keep up. Segmentation can feel like a luxury: a “nice to have” buried under a mountain of to-dos.
But thoughtful donor segmentation isn’t about complexity. It’s about clarity. And according to Floyd, it’s one of the most powerful ways to move from transactional giving to transformational support.
Segment Beyond the Basics
Start by thinking beyond who gave — and focus on why they gave, and what they might be willing to do next.
Here are Floyd’s recommended segmentation factors:
- Recency – how recently did they give?
- Frequency – how often do they show up?
- Method – how are they giving (text, web, event)?
- Amount – how much are they giving, relative to your org?
- Reason – what prompted their gift? (Track those UTMs!)
- Interest – what topics or issues seem to move them?
- Type – are they a peer fundraiser, corporate sponsor, or recurring donor?
The point isn’t to build 12 segments and map a strategy for each. It’s to think intentionally. Ask yourself:
- Who is in your community?
- Why are they here?
- What’s the next right step for them?
Relationships > Transactions
A donation is just one way someone can support your work. But a relationship can outlast the donation.
- Invite them to volunteer
- Ask for feedback
- Send a personalized thank-you message
- Share an impact story that mirrors their values
- Get specific about how their voice — not just their gift — matters
Floyd emphasized the importance of following up beyond the receipt. A generic confirmation email isn’t enough. Donors want to know they made a real difference — and that their support actually mattered.
Showing people their impact builds trust. And trust builds devotion.
It’s Not Just About Donations — It’s About Belief
Floyd put it this way: “If a donation is all that you want, then a donation is all that you’re going to get. And when the economy shifts, when inflation rises, when budgets get cut—you’re the first cause on the chopping block.”
Transactional giving is fragile. But values-driven relationships? Those are resilient.
“When you build aligned, values-driven relationships, you’re not just getting donors—you’re gaining believers. And it’s believers, not just donations, that will take our organizations through this tough time.”
Who are your core believers — the ones who show up, speak up, and support your mission even when times are tough?
Shout them out. Show them love. Let them know you’re grateful.
Because in the end, it’s belief — not bandwidth — that fuels your mission.
Mobilize, Don’t Just Fundraise
Floyd encouraged nonprofits to think beyond dollar signs — and focus on participation.
“Every dollar is a vote of confidence in your mission.”
But confidence isn’t just financial — it’s emotional, too. The more people feel included in your mission, the more deeply they invest.
Before you launch your next campaign:
- Make it easy and fun to take part
- Offer non-monetary ways to contribute
- Keep supporters updated on progress
- Celebrate their role in your story
And when possible, set a participation goal, not just a revenue goal. People want to belong — give them a reason to rally.
Research shows that 39% of Americans donated to a cause because a friend or family member encouraged them.
That’s the power of human connection.
Bonus Insight: Honor the Story
Another callout from Floyd: if you’re using real stories from your community, make sure you have consent — and offer compensation or recognition where appropriate. An honorarium, a donation to a partner org, or even a meaningful thank-you can go a long way in building equitable relationships.
Key Takeaways
- Segment based on potential, not just past giving
- Think beyond the donation — what’s the next step in the relationship?
- Follow up with intention and heart — show people their impact
- Mobilize your supporters before, during, and after a campaign
- Build community around participation, not just transactions
Givecloud helps nonprofits move from “donation-only” thinking to lasting, values-based connection.
Use built-in tools to:
- Segment supporters by giving behavior, interest, or campaign type
- Automate personalized follow-ups that show impact and spark joy
- Create experiences that invite people into deeper relationship, not just a gift
Because meaningful giving isn’t about the moment — it’s about the momentum.
Built for intention. Designed for trust. Explore how Givecloud helps fundraisers build community, not just campaigns. Let’s talk →
