Not every organization is brimming with donations. Giving is more than mere generosity– it is compelled by a heart that has been deeply touched to create a lasting impact. Beneath the surface of every heartfelt donation is a complex flux of emotions, experiences, and beliefs that create an equation of why someone gives. What is it that inspires people to donate? In this article, we explore the fundamental mix of motivations that inspires someone to be a loyal giver.
Strong Leadership
Strong Leadership serves as the guiding hand in any nonprofit. Effective leadership inspires donors by embodying the organization’s values, mission, and dedication to the cause. Their passion and commitment are infectious, motivating donors to align their values to that of the organization. Strong leaders are transparent, engaging, and Manage Change with Courage and Conviction. Leaders know how to take risks, are comfortable with failing, and persevere nonetheless. What truly sets a leader apart is their impeccable ability to walk the talk – they don’t wait for someone else to be the change, effectively scapegoating responsibility; no – they add the responsibility to their job description and move mountains for the greater good.
Compelling Mission and Vision
What is an organization without a mission and vision? The mission and vision is the core of any organization, the guiding north star for donors to make an impact. The mission is a powerful call to action, inviting the community to be a part of something bigger than themselves. The organization’s vision is a vivid image of what the future could be. It’s a roadmap of hope, inspiring donors to be part of a transformative narrative and play a crucial role in shaping the future.
Community Engagement
While an inspiring mission and vision are compelling, they are typically not enough to attract donors. People need to be involved on a personal level. How does the vision and vision truly pertain to them? The impacted community needs to feel personally connected to the cause. Nonprofits can pull on heartstrings by making an effort to connect in person. Consider Facebook live videos, in-person community chats, events, and fundraisers to connect leadership with donors in person.
Transparent Allocation of Donations
Every donor wants to know how their money is being spent. They want to know that their $25 was used to plant 10 flowers. Transparency and trust are essential. Providing clear and concise information on where the money is going, and the impact that it’s making, strengthens this bond of trust. Detailed breakdowns of program expenses, success stories of beneficiaries, and measurable outcomes build confidence in the organization's commitment to achieving its mission.
Donor Gratitude and Recognition
Gratitude and recognition are the most important ways to maintain your donor base. Successful nonprofits with regular donations understand this. Donors need personalized thank you letters and/or gifts, recognition on social media, on the website, at events, and in newsletters. Nonprofits may even consider giving legacy donors plaques or other special recognition. Be mindful of your donor gifting. Donors don’t want to see their money being used to pay for their own junky thank you gift. Keep it simple, meaningful, and usable. For example, branded apparel never goes out of style. Donors can wear branded merchandise, such as socks or shirts, to showcase their involvement with the organization, which increases solidarity. Donors may also receive tickets to an upcoming event, engraved bracelets or keychains, impact reports or personalized video or interaction with benefactors.
Did you ask?
“Ask and you will receive is the rule, but you must learn how to ask and how to receive.”
-Gary Zukav
This famous quote can be applied to nonprofit organizations. At its core lies the idea that expressing our desires and aspirations is the first step to receiving what we seek. Nonprofit professionals have the power to shape reality by making their intentions known. Asking with clarity, intention, and steadfastness is essential for successful fundraising. Learning to ask in a manner that reflects our true intentions, values, and needs allows us to communicate effectively with the community. Receiving is an equally vital part of the equation, and it requires openness, gratitude, and a belief of deservingness. Sometimes nonprofits don’t aim as high as they could due to limiting beliefs or fear. Learning to receive with an open heart and a sense of appreciation enables nonprofits to welcome the opportunities and gifts that align with their mission and vision. By confidently asking for what we truly want, understanding the magnitude of what your nonprofit is truly capable of, and being receptive to receiving what donors offer, nonprofit professionals can master the art of asking.
Behind the complex equation of what inspires people to give, lies the fact that most people want to do good, contribute, and change the world around them for the better. Strong, transparent leadership, compelling narratives and recognition opportunities, as well as being bold enough to ask are what inspire people to give. What is your next bold move? Strengthening your board? Improving the gratitude and recognition workflow? Or is it being brave enough to ask?
