Why do people donate? Copy

Here is some interesting research into why people donate from the Association of Fundraising Professionals, which is an American organisation so the data is gathered from American donors. It will however be very similar to New Zealand donors’ motives.

You can see that the top reasons are to do with the donor’s deep connection with the cause and often a level of personal involvement with people affected by the cause.

A charity’s own communications play a lesser role, but what this tells us is that our fundraising and communications efforts should be tapping into those passionate feelings about the cause, as well as making potential donors aware of your cause and your organisation’s work.

Why people give – some common themes

This extract from an article published in the Guardian looks more at the impact that charities’ communications have on giving and is based on work by two researchers Michael Sanders and Francesca Tamma: https://www.theguardian.com/voluntary-sector-network/2015/mar/23/the-science-behind-why-people-give-money-to-charity

It summarises the reasons why people are stimulated to give in three main categories:

  1. Firstly people’s hearts rule their heads when it comes to giving to charity. They are less persuaded by facts and figures than emotive stories.
  2. Secondly they are influenced by others. Giving is a social act. People are more likely to give if influenced by someone they know.
  3. Thirdly giving is contagious. Seeing others give makes a person more likely to give. This is different from being influenced by someone they know – it’s more about the visible popularity of an appeal or cause that inspires other people to give.

Corporate giving

Corporates give to charities for different reasons to individuals.

There is no doubt that philanthropy exists in its purest form in the corporate world – driven by business leaders with that charitable mindset. But the business also has to answer to its shareholders so corporates look for ways in which they can support causes which also are good for business.

Here are some of the main reasons why corporates give:

  • Creating an environment for successful business. The healthier the community, the more business one will be able to conduct.
  • To enhance the standing of their brand. Many customers can be influenced to support companies with a strong record of corporate social responsibility.
  • To give employees a sense of being part of ‘a good business that gives back’. In some companies this helps retain staff and reduces labour churn costs.
  • To match what a competitor does in supporting causes.
  • To give back to the community. This is similar to the first one. The community – very often a local one – provides a good environment for the business to operate. Giving back to the community is the corporate’s way of saying thank you and encouraging good relations to continue.