People donate for various reasons, often motivated by their culture, beliefs, and values. How can nonprofit leaders step into conversations with donors and use that information to not only build stronger connections, but tailor their fundraising efforts?
Trends in charitable giving always fascinate me. In this past year, the average donor in the United States was 64 years old and made an average of two charitable gifts over the year. Thirty-one per cent of donors worldwide give to NGOs, NPOs, and charities located outside of their country of residence, and giving to education charities accounted for 14 per cent of all donations this past year.
It got me thinking: What motivates certain people to give?
From my experience working in schools in rural India, the majority of donors were devout Hindus and their donations were driven by their faith in Hinduism and its teachings. They felt compelled to help children in need to learn and have access to quality education – something they believed was a central tenet of their religion.
That experience (and others) taught me how impactful our culture, beliefs, and values are in the decision to give. As nonprofit leaders, it is especially important to understand what motivates our donor base and use that information to cultivate deeper connections.
A deep dive into beliefs, culture, and upbringing
The culture we live in, the beliefs we have, and how we were raised can all contribute to our desire to give back. Some people want to donate to causes that align with their beliefs, while others are influenced by cultural norms or the value of giving they were exposed to as children. In short, a complex mix of preference, background, and personal principles influence giving.
In my work with an organization that provides legal defense for women facing sexual harassment in the workplace, I have noticed the donors have often witnessed this type of harassment in the past or even experienced it themselves. A lot of them volunteer because they feel a sense of empowerment helping people go through something that they believe in and are personally connected with.
As a member of the United Nations Academic Impact (UNAI), I have spent some time training doctors in the Middle East and Northern Africa regions. Because I value sustainable development and education, I am motivated to do this work along with many others who hold that same value.
By understanding these many factors, nonprofits and other organizations can develop effective strategies for engaging potential donors and increasing contributions.
Questions to ask to understand a potential donor’s background
Before attempting to craft a message that connects with someone’s beliefs or values, we must first listen. This will help you better understand how life experiences have shaped their vision and values. Ask questions about why they want to give and try to identify their reasons for volunteering their time or money. This can help you tailor what you share about the company and connect with them on a deeper level.
Questions to ask to understand the culture someone grew up in:
- Where did you grow up? How did that shape who you are today?
- What did your family system look like growing up? What does it look like now?
- Who was the biggest influence in your life growing up? Who is the biggest influence in your life today?
Questions to ask to understand someone’s values:
- Why did you agree to meet with me today?
- What are your top five values in life? How did those come to be?
- Have you had any other experiences giving to charity? What was that like? Why did you decide to donate there?
Questions to ask to understand someone’s beliefs:
- Are you religious? Do you believe in a higher power?
- What motivates you to get out of bed every day?
What to do once you have a better understanding of your potential donors
With more information about your ideal volunteers in your pocket, you can then offer opportunities to get involved and make a difference. People who are more likely to donate may be motivated by the opportunity to make an impact and see the real-world results of their contributions, such as the launch of a new program or the expansion of your services into a new geographical area.
From there, use information about your donors to develop effective campaigns. Campaigns based on people’s beliefs attract bigger pools of contributors and drive greater impact. People are often moved by stories that evoke emotion and spark empathy. Use the information you know about your donors – without getting too specific – to develop messaging that resonates.
Overall, these strategies involve taking the time to understand a person’s values, interests, and passions, and finding ways to connect with them. It’s clear that beliefs, values, and culture have a powerful influence over where people give and why. Whether it’s animal rights, nature, education, or religion, people are more likely to donate when they feel driven by their values and convictions. Boldly stepping into those conversations will not only strengthen your partnerships but maximize your fundraising efforts.
Kevin Xu is the CEO of MEBO International, a California- and Beijing-based intellectual property management company specializing in applied health systems. He also leads Skingenix, which specializes in skin organ regeneration and the research and development of botanical drug products.
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