When a Donation Isn’t Really a Donation

After working in the nonprofit sector for over 20 years, I’ve come to realize that the part I enjoy the least is donor stewardship and cultivation. It’s not because I don’t value generosity—of course I do. But I’ve never enjoyed being in the spotlight, and I’m naturally wary of people who seem to crave recognition.

In my experience, donors generally fall into three categories:

1. The Tax Reductionists

2. The True Givers

3. The Spotlight Seekers

1. The Tax Reductionists

This group is the smallest—but also the easiest to manage. They’re typically motivated by financial strategy rather than passion for your mission. Their giving is transactional and predetermined by an accountant or financial advisor. They’ll cut a check annually to reduce their tax burden and want nothing else from the relationship. No emails, no phone calls, no newsletters, and certainly no public recognition. As long as your work doesn’t contradict their core values, they’re happy to give and move on.

2. The True Givers

These are the heart of your donor base. They believe in your mission and genuinely want to support the work you do. While most don’t have the means to give large amounts, their contributions are meaningful and heartfelt. If they had more to give, they would. True Givers are generous in spirit, not just in dollars, and often become your most loyal supporters over time.

3. The Spotlight Seekers

And then there are the Spotlight Seekers. These donors do have money—and they’re willing to give it to you, but always with strings attached. Their philanthropy isn’t rooted in your mission, but in the attention they receive from being associated with it. Every dollar they donate is part of a transactional exchange: recognition, publicity, or social capital. A personalized thank-you letter won’t cut it—they want their name in lights. A newsletter mention, a social media shout-out, or a public thank-you at an event is often expected. And they’ll be watching to make sure it happens.

While fewer in number than the True Givers, the Spotlight Seekers can be exhausting to manage. The time and energy it takes to cater to their egos often outweighs the value of the donation itself.

"Feed my ego and the money will keep coming!"

Final Thoughts

Donors come in all forms, and every nonprofit professional eventually learns how to navigate these different dynamics. The key is to understand their motivations, manage expectations, and—above all—stay focused on your mission. Because in the end, not every donation is truly given in the spirit of giving.