Incorporating Planned Giving Into Your Fund-raising Strategy (2 of 3)
The reasons donors give to non-profit charities might surprise you. Following are some of the leading responses from contributors, when asked for their motivation.
Note that tax consideration is at the bottom of the list!
|Personal||Some donors feel an affinity because of a personal relationship —that of alumni, parent, grandparent, etc.|
|Ownership||Probably already involved, this group includes alumni, board members, who realize what the school means to them, to the community, and to the state.|
|Involvement||People like to be in good company, to associate with peers, with others who have the resources to “make things happen.” This donor will be interested in knowing who else is supporting the effort.|
|Mission||Some will be supportive of mission of the institution, of the opportunity it provides students to avail themselves of quality education.|
|Ensuring the Future||Some will focus on ensuring the institution’s future as an asset for the community, the state, as well as to ensure the traditions for their children and grandchildren.|
|Respect for the Solicitor||Volunteer commitment is important. Just the fact that institution leadership has made the campaign a priority will be important.|
|Tax Consideration||Few people give for this reason alone! The reason is usually one of those cited above.|
Most important …
People who are asked to contribute give more, and give more often!