How Participation Transforms Giving

Research shows that supporters who are engaged through volunteerism and other non-financial pathways can become a nonprofit's most valuable and stable long-term assets.

Research Shows That Engagement Drives Giving

You could be forgiven for assuming that supporters who donate their time might do that instead of donating money. Or maybe that the people who support your cause with effort give lesser amounts than people whose only contribution is financial. But as studies consistently show, there actually appears to be an inverse correlation.

Indiana University's Lilly Family School of Philanthropy's Philanthropy Panel Study (2001-2019) found households where members volunteer give approximately 10 times more than non-volunteer households, even after controlling for demographic factors.

In their 2008 Volunteer-Donor Correlation Study, researchers Wilhelm, Brown, and Rooney documented that volunteering increases donation probability by 8-10 percentage points, with regular volunteers giving 3.7 times more than occasional volunteers.

Dr. Adrian Sargeant's longitudinal research (2001-2004) tracked donor behavior across multiple nonprofits and found supporters who engaged in non-financial activities showed 67% higher retention rates and had a lifetime value 2.3 times higher than financial-only donors.

The Psychology Behind the Numbers

Dr. Sargeant's subsequent research on relationship fundraising (2006-2009) reveals that when supporters participate in organizational activities, they develop stronger psychological bonds with the nonprofit. These emotional connections become the strongest predictor of sustained giving.

Indiana University's Women Give studies (2010, 2013) found women who volunteered gave 156% more than non-volunteers, and households where both partners volunteered gave $3,249 annually versus $1,403 for non-volunteer households.

This creates what researchers call "identity-based commitment"—supporters begin to see the organization's mission as part of their personal identity. As Penn State researchers Myers and Paarlberg noted in 2017, "When someone says 'I am a volunteer at the food bank' rather than 'I donate to the food bank,' they've made a fundamental shift in how they relate to the cause."

Personalized Outreach: The Engagement Multiplier

Blackbaud's Donor Engagement Index research shows supporters engaged through multiple channels have a 90% retention rate versus 45% for single-channel donors, with direct correlation between engagement depth and gift size.

Penelope Burk's annual Donor Survey consistently finds that supporters receiving meaningful engagement opportunities are four times more likely to increase giving year-over-year than those receiving only solicitations.

Burk's Donor-Centered Fundraising research also suggests personalized engagement significantly contributes to donor retention. Her 2017 Donor Survey found donors receiving meaningful acknowledgment and impact information were more likely to give again and increase support.

Sargeant's 2011-2013 Donor Loyalty Segmentation Research found high-engagement donors (3+ non-donation interactions annually) had 89% retention rates versus 43% for low-engagement donors.

From Theory to Practice: Reimagining Supporter Relationships

These findings suggest organizations should develop integrated engagement strategies that recognize connections between non-financial and financial support.

Effective approaches include:

1. Skills-Based Engagement: Creating personalized pathways based on supporters' professional expertise.

2. Micro-Engagement Opportunities: Offering easily accessible, short-term ways to help.

3. Personalized Communications: One-to-one outreach that is separate from donor communications.

4. Recognition of Non-Financial Contributions: Publicly acknowledging donations of time, expertise, and advocacy. 

The Future of Supporter Relationships

Organizations that view supporters holistically and who act on those insights can build deeper, more sustainable relationships. The research shows volunteers have significantly more value as donors, and personalized engagement to leverage supporters' unique abilities correlates with increased giving. And organizations benefit from creating multiple participation pathways that leverage supporters' diverse capacities—whether through skills, networks, advocacy, or financial support.

In a sector often focused on the next gift, this research reminds us that a supporter's most valuable assets may include their heart, hands, and voice. By engaging these aspects first, financial support follows, with greater amounts and loyalty than traditional approaches achieve.

Resources:

Indiana University's Lilly Family School of Philanthropy's Philanthropy Panel Study (2001-2019)

2008 Volunteer-Donor Correlation Study, researchers Wilhelm, Brown, and Rooney

Dr. Adrian Sargeant's longitudinal research (2001-2004), (2006-2009)

Sargeant's 2011-2013 Donor Loyalty Segmentation Research

Indiana University's Women Give studies (2010, 2013)

Penn State researchers Myers and Paarlberg noted in 2017

Blackbaud's Donor Engagement Index

Penelope Burk's 2017 Donor Survey