The 7 Faces of Philanthropy: Why the Wealthy Give to Charity

In 1994, "The Seven Faces of Philanthropy: A New Approach to Cultivating Major Donors" was published. At the time, it was a revolutionary practical methodology to address major and planned giving that continues to prove exceedingly effective today. The following are the seven distinct wealthy charitable-donor personalities:

Communitarians are the most common wealthy-donor personality. For them, doing good just makes sense. Communitarians are part of the local environment and often are business owners. They strongly focus on how to make their communities better places to work and live.

The Devout are doing God’s will. Their religious convictions motivate them to financially and personally support nonprofits.