The Annual Giving Exchange

People are motivated to give for many reasons.  Here are just a few that all happen to start with the letter “A.”

1. Altruism: Giving to make the world better a better place.
2. Access: Giving to get in.  A cover charge.  Sometime you have to pay to play.
3. Awards: Quid pro quo.  Premiums, invitations, parking, tickets, etc. Often a great basis for acquisition strategy.  Not always a great way to build lasting support.
4. Affinity: Giving to feel part of something bigger than oneself.  A great way to build lasting support.
5. Affirmation: Giving to be recognized.  The reason we spend so much time putting together donor lists every year, right?
6. Asked: The most important (yet often ignored) reason of all is that people give because they’re asked.  Keep this in mind next time you find yourself focusing on who NOT to include in an appeal.

Understanding why people give is fundamental to any annual giving strategy.  Keep in mind, though, that it’s not always just one of these reasons.  Sometimes, it’s all of them.