The 2023 Williams Whittle Donor Survey

In February 2023, Williams Whittle, in conjunction with research firm KB Insights, conducted a national survey of U.S. adults mirroring the census profiles of the United States by location and demographics (e.g., gender, age, income, ethnicity). The purpose of the study was to understand past and future donor behaviors and intentions, in order to provide insight and guidance to nonprofits to improve communications and marketing going forward.

Similar studies were conducted in 2020 and 2022, giving us the opportunity to view how trends have shifted over the last three years.