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The Psychology Behind Donations

Donations
Are you expecting all donors to be the same?

If you answered “no…well actually… kinda,” then you are not alone. It’s simple to send out the same fundraising message to everyone. However, you can transform your fundraising when you understand that there are many reasons why a person chooses to donate to a nonprofit. Once you understand the psychology of donating to charity, you can then best appeal to current and potential donors.

Why do Donors Give?

Along a spectrum, there are two extremes that prevent nonprofits from using donation psychology in their fundraising messages. On one end, the person making the ask – the Executive Director, Development person or Board member – assumes all donors have the same motivations for giving that they do. This translates into single-focused messaging that appeals to the person making the ask and to some donors, but not to others.

On the other end of the spectrum when a nonprofit neglects philanthropy psychology, the person making the ask becomes paralyzed. They fear offending donors by asking at the “wrong” time. They focus on external, societal crises, such as the pandemic, wars, tragedies, and make a decision for the donor that this is the wrong time to be asked for a gift. They assume that the donor would be offended if asked.

The Millennial Impact Project studied why donors across generations start giving. Unexpectedly, according to the researcher, Derrick Feldmann, donors first give because they want to belong. They desire to join their friends or be a part of a cause doing the good they wish to see in the world – this is before they understand what the cause or nonprofit is seeking to accomplish. As they gain that sense of belonging and begin believing in the cause, they can be motivated to continue to give when the nonprofit taps into their giving style.

The Seven Faces of Philanthropy was groundbreaking research published in 1994 that has been updated and is still relevant today. In summary, the researchers found that donors give for different reasons. Some donors give because they enjoy the act of giving, especially through events. More donors prefer to donate to local charities or make a long-lasting impact through their investments. Other donors desire to repay or pay forward in gratitude through their giving. Others give because of religious or altruistic reasons. Then, there are donors who see giving as a family tradition and, if applicable, to teach their children generosity. Understanding the donor’s motivations for giving guides a nonprofit in developing the right message, using the right fundraising methods and segmenting to the right group of donors.

How Can you Encourage Your Donors to Give?

Now that you understand the psychology behind making a philanthropic gift, you can implement this knowledge to customize your fundraising appeals.

First, you will need to determine why your donors give. This is done through discussions with Board members, personal conversations with donors, and through donor surveys. It begins with a simple question, “Why do you give to…?” The answers will assist you in creating donor identities; that is, the types of identities or groups where donors wish to belong. Sample identities could be “community leader” or “survivor” or “change maker.”

Next, based on what you learned from your current donors, pick the top two or three donor motivations and associated identities. Alter your current messaging and fundraising methods to these giving reasons. The messaging and methods that inspire your current donors will likely attract more donors.

Begin testing your messaging for these two to three reasons: Which message has the highest engagement in response and donation? This will be your primary message that you will rotate with the secondary messages. As you further explore your donor’s psychology for giving, you can advance to segmenting your communications based on what will motivate groups of donors to give.

Once you understand donor psychology, you will wonder how you missed the clues to why your donors give – and be ready to catch future donors by staying one step ahead of their giving habits.

Spotlight

Hardy Girls Healthy Women

Hardy Girls Healthy Women (HGHW) is a social-change organization committed to changing the culture in which girls are growing. We connect girls with the people and resources that help them transform their surroundings into safe havens; and we empower girls with knowledge, critical thinking skills, and a platform for activism.

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Create a donate page on your website. An article by National Giving Month noted that if 10,000 signatures from people who believe in charity are sent to U.S. Senators, Congressman, and the White House, a legislative resolution will be offered proclaiming December as National Giving Month. Last year, Americans gave $410.2B to charity, breaking all previous records. Our generosity demonstrates that even in divisive times, our commitment to charity is secure. So far, 10,194 supporters have signed the proclamation and counting. There are three weeks left in 2021. It is never too late to try something new. See where you are in your fundraising goals. Engage your staff, administration, volunteers, friends and organizational family to help your organization sprint to the fundraising end of year. Everyone needs to own their responsibility for fundraising success, and it starts with your CEO. The sands of the hourglass are continuing to fall. 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I do not know about you, but I am now in a full-blown fundraising sprint to the end of the year! I am multi-tasking. Yesterday, I arrived in the office at 7 a.m. and the day did not end until I arrived home at 7:30 p.m. There is not a minute to lose. Beyond many job-related tasks, I spent time identifying, cultivating, stewarding, and especially soliciting individuals, corporations, foundations, associations, and organizations. I also volunteered last week to help three organizations in their end of year fundraising activities. When you work in the world of social services, all you think about, especially in December, are the needs of others. Why should nonprofits sprint to the end of the year at this time on the calendar? According to Neon One, there are major year-end giving statistics that show how powerful December is each year. One-third of annual giving occurs in December; 12% of all giving occurs in the last three days of the year; more than 53% of nonprofits plan their year-end appeal in October; November and December collectively represent 77% of the most popular months for making year-end asks; and 28% of nonprofits raise up to 50% of their annual fund from their year-end ask. In addition, two-thirds of people who make donations do not research before giving; 80% of volunteers also donate to their organization; 60% of nonprofits make up to three touches for their year-end campaign; and direct mail is the most popular medium for year-end asks, followed by email, website, and in-person asks. The Allegiance Group noted that there are essential things your nonprofit should do at the end of the year. These include holding an annual meeting, electing officers and directors, preparing financial reports, approving next year’s budget, filing IRS Form 990, filing your Secretary of State Annual Report, maintaining a registered agent, obtaining or renewing charitable solicitation licenses, reviewing solicitations and donor receipts, and updating your files and records. Strive to assess and make plans for the new year. Critique your operational results and strive to improve your operational model. The Tapp Network published five fundraising benchmarks every nonprofit should know to double December donations. These benchmarks include 30% of fundraising occurs in December, 10% of all online fundraising occurs in the last three days of the year, 30% of donation page traffic occurs around Giving Tuesday and early December, and 200% more donations are raised by mobile-responsive as opposed to non-mobile websites. Also, 52% higher donation values are attributed to December than any other time of the year. Be prepared for the December rush by building email lists and social media support now. Upgrade your sites to be mobile responsive and donation collective during December. Send reminder emails during the last week of December and continue to ask for financial support via social media. For a Good Cause noted that for December fundraising efforts, which heighten a spirit of generosity, create a year-end customized donation page on your website. Double check that your website is optimized for mobile, so your page is user friendly. Brand your campaign, tweet about the campaign, and link the donation page to your Instagram bio. Because New Year’s Eve is the biggest day of the year for nonprofits, send out multiple appeals that day using all social media channels. Create a fundraising thermometer on your website and keep it up to date. Do not forget to thank your donors by telling them what they accomplished by giving your organization money. Use December as a time to utilize creative Christmas fundraising ideas. An article by Donor Box provides you with wonderful possibilities in this regard. An estimated 43% of higher income donors (households earning more than $200,000 annually), donate more during the holidays. Key December Ideas shared by Donor Box include the following: Create a matching gift program. Establish a gift-wrapping party to engage volunteers. Create a soup party for volunteers, wrapped around a donor thank-you call event. Hold an ugly sweater party where participants pay to enter. Hold a polar plunge for your nonprofit. Host a holiday gala dinner. Establish a Christmas-themed fundraising day. Invite donors to have a Christmas cookie bake-off. Have a story telling campaign on social media. Have volunteers create homemade Christmas cards. Host a letter to Santa event. Create a donate page on your website. An article by National Giving Month noted that if 10,000 signatures from people who believe in charity are sent to U.S. Senators, Congressman, and the White House, a legislative resolution will be offered proclaiming December as National Giving Month. Last year, Americans gave $410.2B to charity, breaking all previous records. Our generosity demonstrates that even in divisive times, our commitment to charity is secure. So far, 10,194 supporters have signed the proclamation and counting. There are three weeks left in 2021. It is never too late to try something new. See where you are in your fundraising goals. Engage your staff, administration, volunteers, friends and organizational family to help your organization sprint to the fundraising end of year. Everyone needs to own their responsibility for fundraising success, and it starts with your CEO. The sands of the hourglass are continuing to fall. Use whatever motivates your prospects to give, including tax incentives, recognition, personal satisfaction, feelings of joy through giving, and sharing of organizational stories. You will have time for a brief breather next year. December is not the time to pull back your energy and efforts. Most people are in the spirit of giving now and you need to tap their brief feeling for total success to occur. Do not waste one second of your time on activities that do not produce solid ROI (return on investment). Make every fundraising day count in December. It will be gone before you know it.

Read More
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Spotlight

Hardy Girls Healthy Women

Hardy Girls Healthy Women (HGHW) is a social-change organization committed to changing the culture in which girls are growing. We connect girls with the people and resources that help them transform their surroundings into safe havens; and we empower girls with knowledge, critical thinking skills, and a platform for activism.

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TIFIN Give expands its reach as a leading technology powered philanthropy platform for wealth enterprises

PR Newswire | February 01, 2024

TIFIN, a leading AI and innovation platform, today announced its philanthropy platform TIFIN Give has acquired Giving Place, the tech solution for family office giving programs and private foundations. The newly combined company now has increased scale and resources to service families through advisors, the workplace, and family offices. The firm now helps oversee $670 million in philanthropy assets and helped facilitate $40 million in charitable donations in 2023. The donor-advised fund (DAF) space has seen rapid growth in recent years. DAF assets nearly doubled between 2018 and 2022 and stand today at ~$230 billion; total DAF assets are estimated to grow to $1 trillion by 2030. Private foundation assets reached $1.25 trillion last year. The ability of TIFIN Give to serve these charitable structures, among others, continues to unlock substantial opportunities and value for wealth enterprises and their clients. TIFIN Give's next-generation DAF platform provides a multi-custodial platform, SOC-2 security compliance, and expanded investment options including custom model portfolios. It is now deployed at leading wealth enterprises and employers through their recent partnership to power an employee DAF solution with Morgan Stanley at Work. Through the Giving Place acquisition, TIFIN Give can now address the philanthropic needs of all asset classes in the wealth enterprise space," said Cor Hoekstra, Head of Wealth Enterprise Partnerships at TIFIN. "We are excited to now reach all types of donors. The new company will be led by Giving Place's co-founder and CEO, Paul Lussow. Co-founder Alex Paul, will remain involved and serve on the TIFIN Give board. "Our focus on supporting and growing the philanthropic capabilities of wealth enterprises will accelerate through this combined company," said Lussow. "The key to solving many pain points for donors and their advisors will be powered by the integration of TIFIN Give's digital-first DAF platform with Giving Place's philanthropy software solution for family offices and private foundations," said Giving Place co-founder and TIFIN Give board member Alex Paul.

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Fundraising, Nonprofit Management

American Camp Association Receives $45.5 Million Grant from Lilly Endowment Inc. to Strengthen Character Development Programs for Young People

PR Newswire | February 02, 2024

The American Camp Association® (ACA) is honored to announce that Lilly Endowment Inc. has awarded ACA a $45,535,623 grant to support the creation of a new, multiyear initiative to grow, improve, and celebrate character development at camps across the United States. Character at Camp is an innovative initiative anchored in the belief that summer and year-round camp programs provide an unparalleled opportunity to promote the character development of young people. While camps vary greatly in their mission, size, activities, programming, and location, many are run with an intrinsic focus on youth development and character-building skills and traits. ACA's recent National Camp Impact Study demonstrated that camp experiences support social connectedness among youth and the development of skills and traits such as perseverance, responsibility, and the willingness to try new things. This study also found that these skills and traits last over time. Individuals who attended camp as children demonstrate these skills and traits throughout academic environments and well into their early careers. For more than a century, character development has been foundational to the camp experience, as each camp distinctively offers a variety of opportunities to develop important character skills and traits. Camps provide young people with experiences in less-distracting settings, often surrounded by nature, that can help support character development through social interactions with peers and counselors, time for reflection and other activities. For example, campers learn responsibility as they help set tables in the dining hall, engage in leadership when guiding groups during hikes, and practice empathy when they support fellow campers who are missing home. In today's world, the benefits of building character skills and traits such as gratitude, kindness, creativity, curiosity, perseverance, resiliency, empathy, courage, and teamwork could not be more important. The Character at Camp initiative will be conducted during the next six years. ACA will make available in-person and virtual training opportunities, educational tools, and other resources to camps to strengthen, expand, or establish character development programs at the more than 15,000 year-round and summer camps across the US. As a direct result of this new initiative, ACA will invite camp leaders to participate in educational and peer-learning opportunities, networking, training, other experiences to learn how to help develop character skills and traits at camp. ACA will work with camp professionals, youth-development experts, and others to create new educational resources, training, and assessment tools to provide camps with opportunities to engage in this important initiative. Starting in 2025, all eligible nonprofit camps will have the opportunity to apply for competitive one-, two-, or three-year grants to support their character development programs. Eligible organizations will be able to apply for funding in amounts ranging from $50,000 to up to $300,000 based on the length of the grant period. Funds may be used for staffing, training, curricula, assessment, communications, and/or outreach and partnership efforts to support camps' specific goals related to character development. The initiative will support a broad range of camps serving young people from varied backgrounds and experiences, including under-resourced and underrepresented youth, as well as provide funding for developing character-based programming that is culturally relevant and values the diverse perspectives of youth and families. "We are deeply grateful for Lilly Endowment's support of ACA and our shared commitment to support camps across the country with the funding, tools, resources, and education to expand and prioritize character development programs," said Tom Rosenberg, ACA president/CEO. "This Character at Camp initiative recognizes the diverse needs of children and youth. We know camp experiences build a world of belonging and growth, and we're excited to engage camps as they work to strengthen their character development programs." "Lilly Endowment's founders firmly believed that developing the character of young people was vital to the future of communities and our country, and they supported many efforts to understand how character is formed," said N. Clay Robbins, Lilly Endowment's chairman and CEO. "For decades, well run camps have had a positive impact on the character development of thousands of campers. We believe, with the commitment, leadership, and expertise of ACA, its Character at Camp initiative can meaningfully enhance and expand character development from a variety of perspectives and in a diverse array of young people throughout the nation."

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Fundraising, Nonprofit Management, Philanthropy

The National Geographic Society Breaks Fundraising Record with $122.8 Million in New Commitments

PR Newswire | January 25, 2024

Today, the National Geographic Society announced its largest fundraising year in its 136-year history with $122.8 million in new commitments for 2023 the Society's third record-breaking year in a row. Contributions came from individuals, corporations and foundations to support the nonprofit's mission work, including the transformation of its Base Camp in Washington, D.C., global community of National Geographic Explorers and portfolio of impactful programs. The Society invests 100 percent of donor contributions into the organization's programmatic priorities to strengthen its mission of illuminating and protecting the wonder of our world. Donors and partners fuel the Society's ability to leverage scientific research, exploration, education and unparalleled storytelling to spark curiosity in hundreds of millions of people to learn about and care for our planet. These philanthropic investments accelerate the Society's sustainable business model and build a culture of philanthropy, key to the organization's five-year strategic plan, NG Next. This achievement underscores our community's belief in our mission and vision for the future," said CEO Jill Tiefenthaler. "The dedication of our donors is instrumental to funding the extraordinary National Geographic Explorers who are driving positive change for our planet and its people. Thank you to all those helping us support our Explorers, transform our Base Camp, and achieve our mission and global impact. Last year, the Society launched its newly formed Principal Donors Society, the highest designation for lifetime giving, which recognizes individuals, corporations and foundations who have championed the nonprofit through cumulative philanthropic support of $1 million or more for pivotal priorities and impact areas. The second annual Principal Donors Society induction ceremony and celebration will take place on February 7, 2024 in Los Angeles, California. "We are most grateful for the unprecedented generosity of our donors that this year's giving reflects, as it clearly demonstrates the growing global support of the National Geographic Society's mission to illuminate and protect the wonderful of our world," said the Society's Board Chair Jean Case. 2023 fiscal year fundraising highlights include: Secured the largest commitment in the Society's history from long-time partner, Rolex $122.8 million in overall new commitments, a 4% increase from the previous record-breaking fiscal year ($117.9M) 81 new commitments of $100,000 or above, a 16% increase over 2022 16 new commitments at $1 million or above $13.2 million raised through Annual Giving & Membership, a 13% increase over 2022 100% participation by the Board of Trustees 100% participation by the Society's Senior Leadership team Increased membership in the Hubbard Council (annual donors of $50,000 or more) by 30% Launched the Principal Donors Society in January 2023, recognizing donors of lifetime giving of $1M or more to the Society, with 65 donors; adding an additional 11 donors during 2023 "We accomplished this tremendous fundraising year thanks to our loyal, global network of industry and thought leaders who are personally dedicated to the Society's success," said Chief Advancement Officer Kara Ramirez Mullins. "It's encouraging to see real investment in, and momentum for, the Society's key priorities like the Base Camp renovation project. We have a bold vision for the future and the time to invest in the Society is now!"

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Financial Management, Philanthropy

TIFIN Give expands its reach as a leading technology powered philanthropy platform for wealth enterprises

PR Newswire | February 01, 2024

TIFIN, a leading AI and innovation platform, today announced its philanthropy platform TIFIN Give has acquired Giving Place, the tech solution for family office giving programs and private foundations. The newly combined company now has increased scale and resources to service families through advisors, the workplace, and family offices. The firm now helps oversee $670 million in philanthropy assets and helped facilitate $40 million in charitable donations in 2023. The donor-advised fund (DAF) space has seen rapid growth in recent years. DAF assets nearly doubled between 2018 and 2022 and stand today at ~$230 billion; total DAF assets are estimated to grow to $1 trillion by 2030. Private foundation assets reached $1.25 trillion last year. The ability of TIFIN Give to serve these charitable structures, among others, continues to unlock substantial opportunities and value for wealth enterprises and their clients. TIFIN Give's next-generation DAF platform provides a multi-custodial platform, SOC-2 security compliance, and expanded investment options including custom model portfolios. It is now deployed at leading wealth enterprises and employers through their recent partnership to power an employee DAF solution with Morgan Stanley at Work. Through the Giving Place acquisition, TIFIN Give can now address the philanthropic needs of all asset classes in the wealth enterprise space," said Cor Hoekstra, Head of Wealth Enterprise Partnerships at TIFIN. "We are excited to now reach all types of donors. The new company will be led by Giving Place's co-founder and CEO, Paul Lussow. Co-founder Alex Paul, will remain involved and serve on the TIFIN Give board. "Our focus on supporting and growing the philanthropic capabilities of wealth enterprises will accelerate through this combined company," said Lussow. "The key to solving many pain points for donors and their advisors will be powered by the integration of TIFIN Give's digital-first DAF platform with Giving Place's philanthropy software solution for family offices and private foundations," said Giving Place co-founder and TIFIN Give board member Alex Paul.

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