21NTC Session

Donor Surveys: Your Untapped Data Goldmine

This is a resubmission of an accepted 20NTC session proposal.


The pandemic has hit charities hard and left its mark in the way of budget cuts, staff cuts, and more. For many charities, acquisition budgets are nonexistent, yet the need to fundraise and ensure sustainability is more important than ever. 

Here’s the good news: your existing donors hold far more potential than you ever knew. With the right questions and efforts, you can turn your existing constituents from generic numbers in a database into donors with unique motivations, preferences, and capacities. Surveys can generate revenue for you today and help you navigate current and future challenges.

No acquisition budget? Rising attrition? Limited resources for outreach? That’s okay. Make the most of your existing donors and strengthen their connection to your cause by simply speaking with them. Discover your next monthly donor, your next legacy giving donor, your next ambassador, and generate revenue while you’re at it. 

Session Type

60 minute session

Learning Outcomes

  • Draft and build donor surveys that will generate revenue and increase engagement
  • Use survey results to increase retention by tailoring strategies and communications
  • Assess survey platforms to determine the best fit for your organization's needs

Target Audience

Fundraisers of all levels who are interested in leveraging their current donors and increasing financial sustainability


Case StudyDataDonor RetentionEngagement


Crystal Mahon

Manager, Annual Giving

STARS Air Ambulance

Crystal has worked in the non-profit sector since 2009, specializing in Annual Giving. She manages direct mail and oversees monthly giving, mid-level, prospect research and volunteers. She believes firmly in using data to inform decisions and strategy, and she’s never met an A/B test she didn’t like.

Charlotte Field

Partner and Head of Client Experience

Good Works

Charlotte has more than a decade of experience in communications, marketing and fundraising, with a strong focus on building integrated programs. Her professional sweet spots are in using digital tools to elevate traditional mail and legacy fundraising programs, and in creating digital programs from the ground up.

In her six years with Good Works, Charlotte has worked with clients of every size and mission, including Kids Help Phone, The MS Society of Canada, Trans Canada Trail, The Ontario SPCA & Humane Society, Interval House, The Nature Conservancy of Canada, The Ottawa Hospital Foundation, and many more. She’s also a co-author of You Can’t Take It With You: The Art & Science of Legacy Fundraising (the second edition of Iceberg Philanthropy).

Charlotte holds a bilingual BA in Communication and Management from the University of Ottawa. She is a member of the steering committee for Tech4Good Ottawa, the local chapter of NTEN’s 501 Tech Club program, and an active member of the NTEN, AFP and CAGP communities. She was a recipient of the 2018 NTENny Award.



March 24, 2021


1:00pm – 2:00pm