Donor engagement optimization for philanthropies & non-profits

Design your donor strategy around what really drives generosity

Donors don’t just respond to causes, they respond to meaning. Whether they’re giving because of personal identity, organizational integrity, or demonstrated impact, understanding why they give is the first step to building stronger, longer-lasting relationships.

Uncover the motivations behind giving

Reveal the emotional, social, and value-based drivers that shape why donors choose your organization over others.

Identify the brand traits that drive loyalty

Discover which aspects of your mission, voice, and positioning reinforce trust and inspire repeat giving.

Tailor your appeals to distinct donor mindsets

Segment your donor base by motivation and message resonance, so you can personalize communications without sacrificing your voice.

The Gradient difference

Clarify giving motivations
We start by identifying the value systems and brand attributes that shape why donors support your organization, e.g., whether they’re drawn to transparency, credibility, shared beliefs, or a sense of alignment with your mission.
Design targeted research
Our survey designs go beyond typical donation questions. We use trade-off techniques and analysis tools to uncover what donors care about most, and which messages build connection and confidence.
Analyze & interpret
Our team of data scientists and PhD researchers immerse ourselves in the numbers. Beyond just the “what,” we pinpoint the “why”. Our team maps out donor personas, pinpoints what drives loyalty or drop-off, and shows how to reach different types of givers more effectively.
Activate insights
You walk away with a donor outreach framework grounded in evidence. Whether you’re refining email campaigns, major gift appeals, or annual reports, you’ll know how to meet donors where they are, and which brand equities to lean into.

Survey methodologies that drive results

Donor Motivation Segmentation

We identify distinct groups of donors based on their core values, decision styles, and motivational triggers, so your appeals speak to what actually matters to them. This approach helps you focus resources on the donor personas most likely to give, stay loyal, and grow over time. This segmentation:

Clusters donors by underlying motivation, not just giving history.
Reveals which segments represent the highest long-term value or growth potential.
Enables more efficient acquisition and retention strategies by focusing on the most promising mindsets.

Semantic Differential Statement Battery

A Max(imum) Diff(erences) analysis uncovers which aspects of your mission, messaging, or donor experience are most and least important to supporters. By forcing donors to make tradeoffs, this method reveals what truly drives preferences and helps you align your outreach and organizational focus accordingly. A MaxDiff analysis:

Identifies which donor-facing elements (e.g., impact, transparency, community engagement, mission-alignment, etc.) matter most, and least.
Surfaces the value drivers that are most likely to influence giving decisions across donor segments.
Informs which incentives or engagement strategies are most (and least) motivating to different donor types.

Mindset Appending for Targeting

We measure how donors perceive your organization (and other organizations) across a range of brand traits, and show how those perceptions link to giving behavior. Brand attribute analysis can:

Surface the brand equities that drive generosity and trust.
Identify the gaps between how your organization wants to be seen and how donors actually view it.
Support positioning that reinforces connection and long-term donor alignment.