Have you ever thought about why people give?
It may not be for the reason you think.
People give for all kinds of reasons. And they’re all very personal.
In other words, everyone has their own reason for giving.
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.