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What Motivates Charitable Giving?

If you are a nonprofit, you know how critical direct mail is to your fundraising efforts. But do you know what motivates your donors to give (or not)?

Most nonprofits might say that the most important factor is having a personal connection to the charity or to the recipient of the donation. But according to YouGov’s “Giving Report 2013,” it’s trust.

When asked the biggest factor that motivates them to donate,

  • 12% of those giving to charities cited “trusting a charity/nonprofit”;
  • 8% cited “seeing a child, adult, or animal which will directly benefit from my gift”; and
  • 6% cited “easily seeing exactly how and where my money will be spent.”

The single biggest deterrent to giving? Inflated salaries and excessive administrative expenses followed uncertainty about how the money would be spent.

Next time you send out a fundraiser, think through the issues of trust and personal connection carefully. How can you tweak your message so that it focuses not just on the mission of your organization but any projects you might be working on? Also work in issues related to trust. While donors want to know how their money will be spent, only 3% said that “easily being able to do their own due diligence” was a motivator for giving a donation. It’s up you to get that message across.

Need help planning your next giving campaign? Give us a call!