There are many reasons someone might choose to donate to a nonprofit. Often, it’s straightforward financial generosity or the desire for a tax benefit. However, most donors' true motivations run much deeper and are influenced by emotional, social, and even physical factors.
Understanding these less-obvious motivations helps your nonprofit leverage insights, strategically approach fundraising, and connect with your donors more deeply.
Let's take a look at four less-considered reasons people give. If you haven't thought of these, they're an effective avenue for fundraising!
At its core, charitable giving is an emotional act. People donate because they feel a connection—whether personal or philosophical—to a cause. For instance, someone might contribute to cancer research because of a loved one’s battle with the disease or support environmental organizations because of a commitment to sustainability.
And while it’s easy to leverage these emotional ties by crafting personalized and heartfelt, impact-based messaging, there’s a less-commonly known motivator you can tap into to encourage engagement and participation.
Known as the “warm glow” effect, it’s an emotional reward for impacting a cause. Angel Aloma, the long-time executive director of Food for the Poor, talked about this concept with us. His son, Kristian Aloma, conducted a research study of donors loyal to Food for the Poor. Surprisingly, he discovered that the fourth reason supporters gave was to help the poor. The first and most important reason was to feel good about themselves.
How can your nonprofit leverage this motivator? The warm glow effect is most present when donors witness the outcomes of their contributions. Therefore, tying a donation to a tangible outcome is essential.
Trust plays a pivotal role in whether people choose to give. Not only must your nonprofit convey legitimacy, but it must also assure donors that their contributions are being used effectively.
The 2023 Give.org Donor Trust Report revealed that 70% of survey respondents rated the importance of trusting a charity before giving as a 9 or 10 on a 10-point scale.
However, only 20% of respondents said they highly trust charities. This highlights the importance of focusing on gaining and maintaining the trust of your donors – it’s one of the most critical things donors look for, but it’s often absent.
How can your nonprofit leverage this motivator? While you must demonstrate your legal status and offer financial transparency, savvy donors seek deeper assurances.
Consistent communications build trust. Regularly check in with your donors. Offer appreciation, share success stories, let them know about upcoming campaigns.
It’s human nature to want to belong to a group; even a seemingly unrelated cohort can quickly bond over a shared mission. People are often driven to donate when they feel part of a group with similar values, working toward a shared goal.
People are more likely to donate when they belong to or participate in community groups or organizations and are more willing to volunteer! Data demonstrates a strong correlation between group involvement and giving in many ways.
Other forms of social connectedness are equally effective motivators. Informal social connections, like friends or family, can contribute to a culture of generosity.
How can your nonprofit leverage this motivator? Focus on building a community around your cause. This will draw donors and volunteers! You can organize peer-to-peer events aligned with your mission, provide volunteer opportunities, and recognize donors and volunteers publicly on your website, in your newsletter, and on social media.
You can also offer donor benefits as a token of appreciation, motivating others to get to that level. A year-end campaign can combine a digital thermometer and a lively social media campaign to rally support, and you can offer thanks for collective efforts to reinforce social connections.
In this age of big data, personalized communications are now the norm. According to a global study by Accenture, 44% of nonprofit donors said a personalized experience with an organization they support would cause them to give more.
It comes down to donors feeling seen and being appreciated on an individual level. It’s no longer enough to replace “Dear Donor” with “Dear Mrs. Jones;” it’s now essential to include references to past gifts or affiliations. Regardless of how you communicate, it must seem like you’re talking to a friend to be an effective motivator. Targeted and personalized campaigns increase the likelihood of engagement.
How can nonprofits leverage this motivator? Our answer, of course, is to use technology. Look for a system that can analyze donor data and segment it in many ways, allowing you to hyper-personalize outreach. If you don’t have robust technology, it will be harder to have a scaled approach.
If you segment donors into small groups, perhaps major gift prospects, use handwritten notes and personal phone calls. Simply because we’re in an age of big data, these individual touches can have an amplified impact.
Understanding the uncommon motivations behind charitable giving enables nonprofits to foster deeper donor relationships, inspire greater generosity, and create lasting impact. By focusing on emotional rewards, building trust, fostering a sense of community, and leveraging personalized engagement, your organization can go beyond transactional fundraising to cultivate meaningful connections.
Donors are central to keeping the lights on and impacting your mission, but they’re also human beings choosing to partner with you. When you understand the nuanced factors that drive generosity, you can create interactions that make them feel valued and necessary to your cause.
Take some time to consider which of these strategies your nonprofit could incorporate. We are confident that the result will be a stronger, more engaged donor base eager to support your mission.