TAP IN TO DONOR MOTIVATION

While the reasons donors give intertwine and overlap, generally, a door will lead with thinking about either their own good or the good of others.

It can be a valuable exercise to consider which idea tends to be the primary driver of support for your organization.

For example, if you're in public media, zoos, museums, or cultural institutions - places where people come to enjoy what you have to offer - your leading idea should focus on the direct value to the donor. They want you thrive so they, and others, can benefit from your programs and services.

If you're in social services, international aid work, or health care, for example, your leading idea should focus on doing good for the benefit of others. They want to provide opportunity, solve challenges, or create change because of their vision for the kind of world they want to live in.

 Next time you’re working on a campaign, put yourself in their shoes. Speak to their motivations