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Why people give

September 15, 2011 By Sandy

People give for all kinds of reasons. Most new or inexperienced fundraisers believe that people give for the tax benefit. Usually, that’s one of the last reasons why someone gives. Here are some of the most common reasons for giving:

• They want to help someone.
• They feel moved by someone’s story.
• They believe in the organization’s goals.
• They want to give back.
• They want to feel good about themselves.
• They want to belong to a group.
• They give for religious reasons.
• They give because it’s a family tradition.
• They want the tax deduction.

More people give for one single reason than any other – simply, because someone asked.

The most important thing is that you try to uncover the reasons why people give to your nonprofit organization, particularly your major donors. You can do this in lots of different ways like using a written or online survey, a focus group, or simply asking in person. The more you understand why someone gives, the more you can tailor your request to their personal reasons, and increasing the likelihood of receiving a gift.

It’ll be here soon! The day that we unveil my new book “Get Fully Funded.” Enjoy the 30 days of tips leading up the book launch party!

Filed Under: Donor Research, Get Fully Funded

Why do they give?

August 30, 2011 By Sandy

Thank goodness we’re not all the same!  Wouldn’t the world be a boring place if we were?  There would only be one flavor of ice cream (because we’d all want the same kind).  There would only be one kind of music (I shudder to think what we’d all be listening to or singing karaoke with!!).

If we were all the same, we’d be donating money for the same reasons.  Maybe we’d all want to give back or maybe we’d all want to help others.  Or maybe we’d all just want the tax benefit. But, since we’re all different, we give for lots of different reasons. 

It’s important to keep this in mind when you are fundraising.  It’s easy to start to assume that we know why people will give to our cause, and then create our appeal around the assumed reason.  Big mistake.  We can often get it wrong!  If we assume that people will give because ours is a good cause, we’re going to be sad when donations don’t come pouring in.  Instead of assuming, we need to either find out why people give to our organiation or make our appeal broad enough to be compelling for lots of different folks and different giving reasons.

Here are some of the common reasons why people give:

  • They want to change or save a life
  • They want to help those less fortunate
  • They want to give back
  • They want to make their community a better place
  • Their religion encourages them to give
  • They want the tax benefit

And the most common reason?  Because someone asked.

I was working with a client yesterday, putting together an appeal letter.  He was convinced that most people would give for the tax benefit.  I had to convince him that was not necessarily the case.  He thought that since that’s the reason he would give, it would be the same reason for others.  I had to help him see that people give for many different reasons.

So, next time you’re planning a fundraising letter or an event, remember not to guess you know why people will give. Don’t assume that they are all interested in the tax benefit or that they all want to give back.  Until you get to know your donors, you won’t know exactly what their reasons are, so give them lots of reasons to support your cause.

Filed Under: Donor Research, General Fundraising

Put your picture on the piano

February 28, 2011 By Sandy
piano pics

I was at a fundraising committee meeting recently and we were talking about growing the organization’s donor base. This is a common goal for nonprofit organizations, right?  Well, I’m always delighted when folks who don’t have formal fundraising training get it, as happened that day.

As we were talking about strategies for growing the donor base, we talked about how minimizing the loss of donors would help increase our overall number of active donors.  That’s when one sweet man said “we need to put our picture on their piano.”  We giggled immediately knowing what he meant.

I remember when I was little, my Grandma had lots of photos of family and friends on her beautiful upright piano.  That was her way of keeping them close and remembering them often.  The suggestion of putting our picture on the donor’s piano was a perfect way to describe the importance we need to put on relationships with our donors.  Our donors are so much more to us than just the check they write.  Their gift is a vote of confidence in the work our organization is doing.  It’s their way of saying they support what we’re doing and they want to see us succeed.  They, too, want to see the change we’re after in the world.

And that kind of support deserves our attention and respect.  Maybe we should put their picture on our piano, too.

Filed Under: Capital Campaigns, Communications/Public Relations, Donor Relations, Donor Research, Fundraising Planning, General Fundraising, Get Fully Funded, Inspiration, Leadership
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