Understand Your Donor Archetypes: Quiz and Guide [FREE download]

Fundraising isn’t just about asking for donations – it’s about understanding why people give. Every donor has a reason, shaped by their values, experiences, and expectations. Some are moved by emotional stories, others need data to justify their support, and some are drawn to causes that align with their long-term vision.

Yet, many nonprofits still send the same message to all donors, hoping it will resonate with everyone. As a result, there are missed opportunities to connect on a deeper level, lower engagement, and donors who give once but never return.

Understanding donor archetypes – the different psychological profiles that shape giving behavior – can change that.

What Are Donor Archetypes?

Archetyping traces back to the Greek word archetypos (“first‐mold”) and was popularized in modern psychology by Swiss psychiatrist Carl Jung in the early 1900s. Jung argued that archetypes are universal, symbolic patterns stored in the collective unconscious — timeless motivations and narratives shared across cultures.

Archetyping is a widely used strategy in marketing and psychology that helps brands, businesses and organizations understand the motivations, behaviors, and decision-making patterns of different audiences.

For decades, global brands have used customer archetypes to tailor their messaging and campaigns. From Nike’s focus on the “Warrior” archetype to Apple’s alignment with the “Visionary,” companies leverage archetyping to create deep emotional connections with consumers.

Nonprofits can do the same by identifying and engaging the different donor archetypes within their audience.

Each donor has a unique set of motivations that influence how they engage with causes. Some respond best to emotional appeals, others to measurable impact, and some to a sense of belonging in a larger movement. When organizations recognize and adapt to these differences, fundraising becomes more strategic and more successful.

Why Donor Archetypes Matter in Fundraising

Personalized engagement isn’t just a best practice, it’s backed by research. Studies in nonprofit marketing and donor psychology show that organizations that tailor their messaging based on donor motivations see higher retention, stronger relationships, and increased giving.

At Kweet, we developed our donor archetype framework based on research from three leading studies on donor segmentation:

• MarketSmart’s 12 Donor Archetypes, which map storytelling archetypes to donor motivations
• Lipman Hearne’s Megadonor Archetypes, based on an analysis of Giving Pledge donor statements
• Bank of America’s Portraits of Donors, which tested donor archetypes against actual giving behaviors

Our framework identifies ten distinct donor archetypes, each with unique engagement triggers, messaging preferences, and retention strategies.

Every Kweet archetype aligns with at least one of these peer-reviewed studies, reinforcing the research foundation behind our model. At the same time, our approach adds depth by introducing new segments – such as the Trend Follower, a donor type influenced by social movements and online culture.

While many existing studies focus on ultra-high-net-worth donors, Kweet’s model includes donors across the giving spectrum, allowing nonprofits to connect with supporters at every level.

How Nonprofits Can Use Donor Archetypes

Understanding donor archetypes helps nonprofits shift from mass outreach to personalized engagement. Organizations can use this approach to:

• Craft fundraising appeals that align with different donor motivations
• Improve retention by making donors feel seen and valued
• Segment donor communications for more targeted and relevant outreach
• Strengthen relationships by engaging supporters in ways that matter to them

Some donors respond best to personal impact stories, while others need data-driven results. Some are inspired by grassroots movements, while others are drawn to visionary, long-term change. Recognizing which donor archetypes dominate your audience allows you to refine your messaging and build lasting connections.

Take the Donor Archetype Quiz

To help nonprofits apply these insights, we created the Donor Archetype Quiz – a five-minute assessment designed to identify an organization’s two dominant donor archetypes.

After completing the quiz, you’ll receive:

• A personalized breakdown of your nonprofit’s top two donor archetypes
• Insights into how these donor personas make decisions and respond to different types of engagement
• A free 16-page Donor Archetype Guide with messaging strategies, incentive ideas, and retention techniques

By understanding the types of donors you engage with most, you can tailor your fundraising strategies to drive better results.

Take the quiz today and connect with your donors on deeper levels.