--- title: "New research: What drives people to donate to missions" description: Discover what drives people to donate to rescue missions. This research reveals key donor motivations, the importance of transparency, and the role of Christian messaging in shaping support. Learn how missions can balance faith-based messaging, engage younger donors, and build trust through personalized communication. image: https://blog.rkdgroup.com/hubfs/What%20drives%20people%20to%20donate%20to%20missions%20375x250%201.png --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. 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A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Missions](https://blog.rkdgroup.com/topic/missions) # New research: What drives people to donate to missions By [Eddy Camas](https://blog.rkdgroup.com/author/eddy-camas) [![1771346696367](https://blog.rkdgroup.com/hs-fs/hubfs/1771346696367.png?width=1201&height=186&name=1771346696367.png)](https://info.rkdgroup.com/subscribe) Understanding donor motivations is at the heart of effective fundraising strategies, especially as we move toward an [audience-first approach](https://blog.rkdgroup.com/if-nonprofits-want-to-accelerate-growth-we-have-to-shift-our-thinking). By focusing on what matters most to our supporters, we can build stronger connections and drive more meaningful engagement. Our latest research delves into the motivations and preferences of donors supporting rescue missions, offering valuable insights that can help shape the future of nonprofit fundraising.  To understand donor behavior comprehensively, we conducted a detailed survey of missions’ current and prospective donors. This research provides a closer look at the factors influencing donor decisions, their preferred communication channels, and the programs that resonate most deeply.  ### **Demographic Overview**  The survey included responses from a diverse group of individuals, reflecting a broad spectrum of ages, income levels and donation frequencies:  - **Prospective Donors:** Notably, a large portion of prospective donors are aged 30-44, which marks a significant shift from previous trends. In an analysis we conducted in 2021 across eight missions, only 14% of donors were under the age of 50. This shift demonstrates growing support from younger demographics. Income levels vary widely, reflecting that rescue mission support comes from all walks of life, with a balanced gender representation.  - **Current Donors:** Current donors show strong engagement, with many contributing regularly. They are driven by a commitment to the mission and its impact on the community.      ### Key Motivations for Donating  Our findings reveal that donors are primarily motivated by trust and impact:  - **Prospective Donors:** The top factors influencing donations include transparency about how funds are used (61%), the reputation of the organization (59%), and the impact of its programs (57.5%). This shows that building trust and demonstrating the real-world impact of donations are crucial for attracting new supporters.  - **Current Donors:** The organization’s reputation (65%) and alignment with personal values (61.6%) are key motivators for those already giving to missions. Additionally, seeing the direct impact of their donations, such as providing meals and shelter, resonates strongly (74.5%).      ### **The Role of Religious Messaging**  Religious affiliation plays a significant role in shaping donor perceptions and motivations:  - A substantial portion of missions current donors appreciate the Christian messaging, with 79.2% viewing it positively or very positively and only 1.4% expressing negative views. This aligns well with the personal beliefs of many long-term supporters.   - However, the perspective shifts when looking at prospective donors, where only 42.5% view the Christian messaging positively, while 20% have negative or very negative opinions. This difference is particularly significant when considering that prospective donors tend to be younger, indicating a need for missions to carefully balance faith-based messaging with inclusivity to engage future supporters.      ### **Preferred Communication Channels**  Understanding how donors prefer to receive information is essential for effective engagement:  - **Email Newsletters:** This is the preferred method of communication, with 72.7% of current donors favoring this channel.  - **Traditional Mail and Social Media:** While digital communication is vital, a significant portion of donors still value traditional mail (42.6%), and social media remains a powerful tool for reaching broader audiences.      ### **Program and Offer Preferences**  The programs that resonate most with donors address both immediate needs and long-term solutions:  - **Basic Needs:** Providing meals and shelter is the most meaningful offer for donors (85.2%), reflecting the desire to meet immediate, tangible needs.  - **Comprehensive Solutions:** Donors also value programs that address the root causes of homelessness, such as job training and healthcare services. This holistic approach aligns with donors’ recognition of the complex nature of homelessness.      ### **Transparency and Trust-Building**  Clear and transparent communication about how funds are utilized is crucial:  - Donors need to see the tangible outcomes of their contributions. Regularly publishing detailed impact reports and success stories builds trust and reinforces the effectiveness of missions’ programs. This trust is pivotal in both attracting and retaining donors.      ### **Community and Collaborative Efforts**  There is a strong preference among donors for collaborative efforts:  - Many respondents believe addressing homelessness requires joint efforts between the government, nonprofits and the private sector. This highlights the importance of community partnerships and collective action in driving meaningful change.      ### **Implementing Data-Driven Strategies**  Based on these insights, here are some actionable strategies for missions to enhance donor engagement:  1. **Audience-First Messaging:** Tailor communications to align with donor motivations, focusing on transparency and impact. Including multi-generational messaging.  2. **Regular Updates:** Keep donors informed with regular updates on how their contributions are making a difference. Utilize email newsletters, social media and traditional mail to reach donors effectively.  3. **Donor Appreciation Programs:** Show appreciation for donors' support through personalized thank-you notes, donor recognition events and regular acknowledgments.    ###  **Conclusion**  Understanding why donors support missions is crucial for establishing strong, lasting connections and creating successful fundraising approaches. By actively engaging with our audience and addressing their specific needs, missions can continue to make a significant impact on the community, driven by the trust and generosity of its donors.    ### Additional Resources:  - [Religion is declining in the US: Here’s what that means for faith-based nonprofits](https://blog.rkdgroup.com/religion-is-declining-in-the-us-heres-what-that-means-for-faith-based-nonprofits) - [How 3 faith-based organizations are dealing with religious decline in the U.S.](https://blog.rkdgroup.com/how-3-faith-based-organizations-are-dealing-with-religious-decline-in-the-u.s) - [It’s time for missions to rethink donor journeys ](https://blog.rkdgroup.com/its-time-for-missions-to-rethink-donor-journeys) - [Cracking the code: The science behind optimal touchpoints for unbeatable impact](https://blog.rkdgroup.com/cracking-the-code-the-science-behind-optimal-touchpoints-for-unbeatable-impact) ### [Eddy Camas](https://blog.rkdgroup.com/author/eddy-camas) As Senior Vice President, Eddy Camas has provided strategic fundraising counsel to food banks, social services, rescue missions and animal welfare organizations nationwide for more than 20 years. He works closely with RKD clients to create omnichannel marketing plans to increase donations, attract new donors and heighten brand awareness. Eddy is a Certified Fund Raising Executive (CFRE). 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