Nonprofits are always interested in learning about new ways to improve the financial results of their fundraising efforts, but before they even start planning their campaigns, it’s important for them to truly understand what makes people want to donate money to a cause.
The online fundraising platform from give2gether is supported by two co-founders who are economics professors from NYU and UC Berkeley in addition to ten years of research. That research has enabled give2gether to develop a platform that motivates people to give, and they’ve identified the following sixteen key points that are behind what makes people donate money.
The most important point on the list is the first one about pivotal involvement, the rest of these points regarding donor behavior, and the way their platform has been built to validate these points.
1. Pivotal involvement – Everyone wants to think that their contribution was necessary and sufficient for the success of a fundraising campaign.
2. Being asked - It’s very simple, but people need to know that they’re personally invited to contribute.
3. Guilt - People start to feel bad if they’re in a position to help but don’t act on opportunities.
4. Compassion - Seeing campaigns that need support can trigger an emotional response, especially if the donor feels attached to the recipients of a particular campaign.
5. Transparency - Donors are more likely to give if they know exactly where their money is going and how much of it will get passed along to the cause.
6. Urgency – When time is running out, individuals feel more pressure to give.
7. Recognition - Having a good deed made public can have an impact on how people view the donor in a positive way.
8. Simplicity - Campaigns that have clear and straightforward goals are easier to understand and support.
9. Euphoria - Making a difference makes a supporter feel good because they know they did something worthwhile.
10. Upbringing - People who were raised in charitable families are more inclined to follow the family footsteps when it comes to giving.
11. Time of the year - Holidays and the end of the year before tax season are times when donors are motivated to contribute.
12. Guaranteed success - Knowing that a goal will definitely be reached eliminates uncertainty and makes it easier to contribute.
13. Campaigns in the news (Japan, Haiti) - Hearing about a specific fundraising campaign whenever a TV or radio is turned on, a newspaper is opened, or a website is loaded keeps the cause in the minds of potential donors.
14. Peer pressure – People are compelled to be a part of what their friends are involved in.
15. Celebrity endorsement – By contributing to campaigns that are championed by celebrities, donors feel like they’re more connected to their favorite stars because they’re supporting what they care about.
16. Ability to influence others - A contribution from one person can result in untold contributions from their network.