Why do donors give?
If you are in a complicated relationship with money, don’t worry, you are not alone. Finances can be — and usually is — a hard topic to talk about. Yet, in the nonprofit sector, asking for money is essential.
I know why we ask for money: our causes are close to our hearts and, even though we wanna hug the whole world, we often can’t even afford our own jobs. But what is intriguing me lately is the other side of the coin. From a donor’s standpoint, what makes them give us money? As a natural researcher, I went looking for the answer, and this is what I found:
- Giving is a social act
People are more inclined to give when someone they know asks for money. Also, when people see others donating, they are more compelled not only to donate, but to match the others’ donation. That is why one of the recommendations for fundraising campaigns is not starting from zero, but to get a percentage from your personal network before officially starting the campaign. - Giving is being part of something bigger
“Giving is not about a calculation of what you are buying,” Karlan said. “It is about participating in a fight.” People donate because they believe in the cause and want to join forces in order to overcome the issue. It gives us the feeling that we are not alone and, together, we can accomplish anything — even change the world. - Giving is connecting
Donations are not about money, they are about connecting to others human beings and to the community. That is why campaigns that feature personal and individual stories usually have a better outcome than campaigns with general numbers and information. We feel closer to our human side and to our fellow humans when we donate.
There are some other factors that lead or relate to the act of giving, such as urgency, simplicity, recognition, timely, peer pressure, celebrity endorsement, compassion, and even guilt. We will talk about those in the future, but I feel the 3 reasons listed above are the root of the matter.
One interesting fact is that, sometimes, donating just never crossed a person’s mind and the simple act of asking or giving an option to donate are enough to generate donors. So make it a habit to ask: send emails, publish posts on social media, activate your network. Also invest in tools that keep donation in mind and make it easier to donate, like creating a “Donate Here” option on your website, social media, online shopping cart, and physical stores — and for the last two, partnerships are power!
Another extremely useful exercise is actually going to your donors and asking them why they donate. This will help building a stronger relationship with your network, their answers can lead to new and improved ways to create campaigns, and their stories can inspire others to become donors.
In the end, donations are all but financial transactions. They are connection, trust, and fight in form of money. And donors are amazing partners who believe in us and in themselves enough to invest.
Revision by Rafaella Küper Nóbrega, translator, revisor and editor, rkupernobrega@gmail.com
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