A question that every charity is asking is “How can we encourage more donations?” With a tight cash flow and pressure to raise funds for the cause, it is essential that a charity knows how to answer this question.
To help you do just that, you first need to know why people donate in the first place. Only when you know this can you appeal to them on an emotional level and form lasting relationships that will benefit you both.
Why charities need to understand why people donate
Giving isn’t a business transaction; people aren’t giving you their money for a product or a service, they are entrusting their money to you in order for you to help a cause that is personal to them. Therefore, non-profit organisation and charities need to be approaching their marketing and advertising in a very different way.
Giving is very personal to an individual. It is a decision to not think about ourselves, a decision to help another and make a difference. For this reason, people will only donate to a cause if they make a meaningful connection with a charity. This is why you need to understand why your donors give, as only then can you make a human connection with them and make a much more effective appeal to inspire them to donate.
14 reasons why people donate
People give for many different reasons and it is important for your charity to know why your regular supporters, and new supporters, choose to give to you. Here are 14 of the most popular reasons why people donate:
1. They feel fortunate and want to give something back to others
2. They want to feel like they are changing someone’s life
3. They want to feel like they are not powerless in the face of need and can help (this is especially true during disasters)
4. Someone they know has asked them to give and they wanted to help them
5. They felt emotionally moved by someone’s story
6. They feel a sense of closeness to a community or group
7. They want to memorialise someone (e.g. someone who is currently struggling or has died of a disease)
8. They were raised to give to charity (family morals)
9. They give for religious reasons (to help others)
10. They want to leave a legacy that perpetuates them, their ideas or their cause
11. They feel connected to other people and it helps build their social network
12. They want to be seen as a leader/role model
13. They want to have a good image of them self/their company
14. They want to be “trendy” supporting a charity or cause that is in fashion (i.e. participating in the ALS Ice Bucket Challenge or wearing pink to raise awareness for breast cancer)
So, now you know that knowing the reasons behind why your supporters give is important. Now all that is left to do is find out their reasons and make sure that your fundraising efforts thereafter are always tapping into them. Trust us when we say you’ll make more lasting relationships (and receive more donations) for it!