lighthouse counsel logo
Understanding Donor Motivation to Increase Giving, Engagement

Understanding Donor Motivation to Increase Giving, Engagement

July 2, 2021

“If you’re not out there actively asking for support, you are doing a disservice to your organization and therefore a disservice to those you serve.”

Jim Anderson

In this episode of The Beacon Podcast, Lighthouse Counsel President Jeff Jowdy speaks with Jim Anderson, a founding partner of GoalBusters Consulting, about donor motivation and how properly motivating donors can lead to increased engagement and giving.

Jeff and Jim discuss the positive flip side of donor fatigue, which is donor motivation, and Jim answers questions, including:

  • What are some types of donor motivation and how does a nonprofit determine what motivates its donors?
  • What are some misconceptions about why donors give?
  • What can fundraisers learn from the sales world about donor motivation?

About our Guest

Jim Anderson, CFRE, a founding partner at GoalBusters, has more than 30 years of sales and training experience through his positions with local media and national consumer research companies such as Nielsen Media, Simmons and Scarborough Research. He migrated into the nonprofit arena in 2005, specializing in marketing and branding strategy, multimedia production, sales and sponsorship training, board and organizational training and executive coaching. 

Jim also frequently supports public media on-air fundraising with passionate, entertaining and effective on-air appeals coast to coast. In his role as counsel, he serves as station manager for KGHR Navajo Public Radio in Tuba City, Arizona, and underwriting manager for KAWC Colorado River Public Media in Yuma, Arizona. And he is a director/producer of Interactive Instructional Television and Distance Learning for Northern Arizona University. 

Jim earned a Bachelor of Arts degree, magna cum laude, in broadcast management with dual minors in business administration and Spanish from NAU. He is an Association of Fundraising Professionals Faculty Training Academy graduate and was president of AFP Northern Arizona in 2019, having previously served in 2013-2014. Jim also served previously on the AFP International Communications and Marketing Committee and Committee on Directorship. In 2010, Jim was honored as the AFP Northern Arizona Fundraising Professional of the Year. 

Connect with Jim on LinkedIn at

Learn more about GoalBusters at