Why do YOU give?
“We always ask (or should ask) our donors what motivates them to give. So, what motivates you to give?”
This was a question from Jason Lemke with the USD Sanford School of Medicine in Sioux Falls, SD, a member in my Major Gifts Success Club. Each month I host one day when members can email specific questions they have and I’ll respond with some helpful thoughts.
Given all the time I spend coaching around why people give, I really stopped in my tracks. First off…it was quite a feeling to think someone out there (thank you, Jason) cared about what motivates me to give. I was curious if I would support my own list of why donors give! Here goes!
1. Core Values. Education, faith, music. I have relationships here. And while I have never really formally tithed, I aim for at least 10%. And this 10% must compete with a new roof, college tuition, and all of that…but I choose to write every check with JOY!
Should this group include your own organization? Is it among your top giving priorities and do you stretch to support it? Is it in alignment with your core values? How can you use your own motivations for giving to help in your donor conversations?
2. Family Ties. School plays, music, sports. Often larger annual gifts triggered by a specific project rather than a standard appeal letter.
Life changes and giving changes. When an appeal rekindles the fond memories, giving continues.
As my family steps away or grows beyond these organizations, the various electronic and direct mail updates will keep me engaged for a while, but eventually they fall away and are replaced with the current set of organizations. That’s ok. Look for milestones to reconnect.
3. A well done appeal. When I examined my giving there were new and renewing smaller gifts just because the appeal inspired me! This surprised me! I used to promote giving larger gifts to fewer causes. But at some places my $100 is a big deal and I am enjoying this.
A well done, clear appeal and authentic gratitude will inspire new giving.
Also for me…I have never given to anything monthly with a regular deduction from a card or my checking account. This gives me zero pleasure. It feels like a bill, not a gift. Just me I guess because a lot of folks like it. Does it make it harder to go from these transactions to major giving relationships?
4. Special one-time help for someone you know generally from on-line appeals. One of my colleagues entered hospice. We raised $20,000 overnight last month to help. I searched my feelings to see if I gave because of who else did – a bit. It did set an amount range to consider. Was it partially in gratitude that I was spared the same health fate? Well, it certainly reminded me to be grateful for the everyday health and happiness I enjoy.
When the need is known, the heart moves the hand, even if it’s not tax-deductible.
But I think the biggest factor…..you can’t give to what you don’t know about – and so often we find out too late that someone was struggling.
5. Flowers or memorials. I used to really dislike the whole notion of funeral flowers. Why spend $50-$100 on something that gets tossed in a few short days – and how many plants can the family take home anyway? But as I get older, and funerals of my contemporaries are more frequent, I am drawn to the celebration of life and the tangible tribute flowers represent.
Is there a way to display memorial gifts at a funeral?
6. Events and Door to Door. Everything that comes to my door for sale……someone is taking some action to make a difference. I will always buy. 🙂
So…what motivated donors to give?
- They believe in what you do and want to make a difference
- They are asked
- They believe you are stable and ethical
- They want to honor someone/something
- They want to extend their values
- They have a high regard for the staff and the volunteer leadership
- They want to belong to something and help their community
You see, all expenditures, but especially giving, whether from the heart or the wallet, in the past or present, big or small, can be viewed as either “depleting” or “enriching.” Enriching works for me. What motivates YOU to give?
Invest in Joy!
