Why People Give

Of all the critical elements to a major gift solicitation, perhaps none is greater than the idea of preparation. The ideal goal is to learn enough about your prospect so that you can predict their response and have a ready answer for all of their questions and concerns. If you can eliminate all, or most, of the potential surprises from a meeting, you will impress both the prospect and the volunteer with your knowledge. You will also greatly increase your chances of success. One of the most important questions to answer before the solicitation is: Why would this person make this gift to this organization?

There are, of course, an infinite number of personalities in the world and each of those people is motivated by their own experience and situation. For purposes of our planning, however, we do not want a limitless number of options. It is helpful to group people into one of a relatively few broad categories. Following is a list of eight motivational factors that may lead a person to make a major gift. This breakdown is certainly not complete. It is merely one set of categories an organization can use to delineate its prospects.

Religious Beliefs
It is well documented that people reserve their greatest charity for religious organizations. This certainly includes their church or faith community. Additionally, this includes organizations that share their religious beliefs. For example, devout Catholics may contribute to an organization that lobbies against abortion or the death penalty. It can also mean a looser affiliation. For example, someone contributing to a retirement community founded by their denomination.

Reinforcement of Values
Where someone’s values are in direct agreement with the mission of an organization, they will make a gift out of solidarity. This can be a particularly powerful motivator when the organization stands alone in filling a void. For example, people who feel strongly about preserving the environment may direct their giving toward the Sierra Club or Greenpeace.

Confidence and Trust
All organizations have a number of friends who have shared some history with the group. Hopefully, an organization’s development program has cultivated those relationships so that there is a great deal of trust between them and the prospect. It is true that people give to people. Some prospects will be motivated to make a gift as a material recognition of that confidence. They may feel comfortable enough with the staff members or board members to give them some of their money.

Involvement
Some people are leaders, and some are followers. There are those individuals who will want to join the cause after they see who is already involved. This can be a good way to attract community leaders who may not have a strong connection to the organization. This motivating factor places great emphasis on the idea of “peer to peer” solicitation. If the prospect is sitting across from a solicitor whom they respect, it will greatly influence their decision.

Peer and Social Pressure
Some people contribute because it is “the thing to do.” They want to maintain or increase their standing in social circles. Or, conversely, they fear that not contributing will decrease their presence in the community. For these prospects, organizations can attain a certain level of gravity that draws in other donors. Typically, these are high-profile organizations that create gala events or other forms of publicity.

Recognition
Some people, and particularly some companies, will want to participate for recognition opportunities. Many corporations have, as part of their mission statement, a need to be good “corporate citizens.” Some individuals love to see their name up in lights, or engraved over the entrance to a new building. This can create some strange bedfellows, as some companies try to offset the negative aspects of their public image through charitable gifts. For example, an oil company may support a nature preserve.

Tax Savings
Some people give because they want the tax break. This is also another strong motivator for companies, who often include a certain amount of charitable giving in their budget. This is an area with a great deal of growth potential for non-profits. Many middle class people or individuals who have come into wealth suddenly do not fully understand the tax benefits of charitable gifts.

Altruism
Some people give simply because they know it is the right thing to do. They recognize that they have been fortunate and they want to make a difference in the world. Once they identify an organization that is successful at improving society, they see a vehicle for their generosity.

As I stated above, these eight categories are not the only ways to divide an organization’s prospects. A non-profit should develop some informal characterizations of their own to grade their prospects. This will provide the staff and volunteers with some powerful insight into the prospect’s motivation. Being able to appeal to a person’s core values can greatly influence the outcome of a solicitation. Regardless of their underlying reasons, all people are more likely to give when they are exposed to two factors: a compelling case statement that illustrates how their donation will be used; and an appropriate solicitation that addresses their need to give and combines a dedicated, optimistic team and a realistic, direct request.