Why Would Prospective Donors Give to Your Charity?

“People do not give to the most urgent needs, but rather they support causes that mean something to them.” This is the finding from a report done by the Centre for Charitable Giving and Philanthropy at the University of Kent: “How Donor Choose Charities.” Claire Axelrad writes on Clairification about the four criteria that influence donor decision making, and they're not based on your needs. If you’re relying on prospective donors to deliberate on the merits of your appeal based on the need you convey, you’re on the wrong track.

If you want to do a better job motivating giving, you must meet donors where they actually are, rather than where you perceive them to be. And that means: (1) learning more about the key influencing criteria and (2) learning more about your specific donors’ sense of identity.

The article also discusses why a donor might decide not to give to you. The more you can align your approach with your donor’s identity and personal search for satisfaction and purpose, the better chance you have of securing a gift.