Motivation is one of the driving forces behind a donor’s decision to give money. After all, why would a person give a potentially large amount of cash to a nonprofit if they didn’t have a good reason?
Understanding these reasons will lead you to greater success with your fundraising solicitations.
In his book “Tested Ways to Successful Fund Raising,” George A. Brakeley, Jr. wrote that virtually every fundraising campaign and development program depends on nine factors in motivating donors to support their organization. They are:
- The right person or persons ask them, at the right time, and in the right circumstances;
- People have a sincere desire to help other people;
- People wish to belong or be identified with a group or organization they admire;
- Recognition of how vital their gifts can be satisfies a need for a sense of personal power in many people;
- People have received benefits — often, personal enjoyment — from the services of the organization and wish to support it;
- They “get something” out of giving;
- People receive income and estate tax benefits from giving; and,
- People may need to give; that is, altruism might not be an option but a “love or perish” necessity for many people.