A donor’s motivation to give to a cause is influenced by one or more of the following:
- A need for personal meaning
- Financial (tax) benefits
- Prestige
- Personal gratitude
- Public recognition
- A sense of obligation
- Personal conviction.
Fundraising appeals need to target one or more of these motivations. However, there are ways an organization can position themselves to compound these motivating forces. These organizational factors can add power to the personal motivation:
- A good story
- A sense of urgency
- Low friction transactions
- Credibility
For every fundraising tactic, identify the motivator, and the organizational factors at play.