Donors give to charities for two main reasons: to support the collective good provided by the organization or for the private benefits they gain. Professor Mark Ottoni-Wilhelm of Indiana University calls these the “dual motives” behind philanthropic behavior.
Charities often appeal to donors by highlighting the collective benefits of their mission, like helping those in need or advancing education. But donors also give for internal reasons, such as reducing guilt, boosting their self-image, or gaining social approval. According to Wilhelm, “the amount that the donor gives to the charity is what gives them some kind of benefit.”
These private motives are equally powerful drivers of donations.
Charities would be wise to consider both sets of motives in their fundraising appeals and stewardship. For example, a message evoking empathy for those suffering may also induce feelings of distress and sadness in the donor. If not balanced properly, this could discourage the donor from building a long-term connection with the organization.
Charities must evaluate how their appeals generate emotion and determine the right level of tension that spurs action without discomfort. Focus groups, surveys and staff input can help assess emotional responses to messages. Matching gifts, a popular fundraising tactic, often work by tapping into private motives like social pressure, not just a desire to double impact. Charities should understand which motives their match program activates to ensure it fosters sustainable giving.
While collective benefits motivate some portion of all gifts, private motives also shape donor behavior. Savvy charities will nurture relationships that satisfy both sets of motives. They will communicate collective impact while also recognizing donors for their generosity. They will provide meaningful opportunities for donors to become personally involved in the cause. By speaking to both the heart and the ego, charities stand the best chance of gaining loyal supporters for life.
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