Glossary
Donor Management

Donor Profile

By: Alec Hollingsworth
Updated:  
August 6, 2025

Definition:

A donor profile is a detailed record of a donor’s information, giving history, and interactions with a nonprofit organization.
A Donor Profile is a comprehensive record maintained by nonprofits that contains detailed information about an individual or organization's giving history, contact details, communication preferences, interests, and engagement activities. This profile may also include demographic data, notes from interactions, event participation, and any other relevant information that helps nonprofits understand and build stronger relationships with their supporters. By centralizing this data, donor profiles enable organizations to tailor their fundraising strategies, personalize outreach, and track the effectiveness of engagement efforts over time.

Key Takeaways

  • Centralizes donor information for easy access
  • Supports personalized engagement and outreach
  • Tracks donation history and involvement
  • Helps segment and analyze donor base
  • Improves donor stewardship and retention

Why It Matters

Donor profiles enable personalized communication, informed fundraising strategies, and stronger donor relationships.

Real World Example

A small animal rescue nonprofit uses Keela to manage its fundraising. When a supporter donates for the first time, Keela automatically creates a donor profile that tracks the donor’s contact information, gift amount, preferred communication method, and participation in past events. Over time, staff add notes about conversations and record volunteer activities. When planning their annual gala, the organization reviews donor profiles to identify loyal supporters to invite and tailors messages based on each donor’s interests. This targeted approach leads to higher engagement and increased fundraising success.

Frequently Asked Questions

What information is typically included in a donor profile?

A donor profile usually contains contact details, giving history, communication preferences, interests, notes from interactions, and event participation.

Why are donor profiles important for nonprofits?

They help organizations understand supporters, personalize outreach, and improve donor retention through more meaningful engagement.

How does Keela help manage donor profiles?

Keela automatically organizes donor information, tracks interactions, and supports segmentation, making it easier to build strong donor relationships.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
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