Hi, I’m Kevin Gentry, and welcome to the first video in our series on Fundraising Essentials. Today, we’re tackling a fundamental question: Why do donors give? The answer might surprise you—it’s because they’re asked.
But there’s more to it than that. Donors give when they see a problem they can identify with and believe in your ability to solve it. It’s all about connecting their dissatisfaction with the current state to a credible vision of a better future and a clear path to achieve it.
In this video, I break down this powerful framework step by step to help you inspire action and build trust with your donors. This is just the beginning of our series, so stay tuned for more insights on how to elevate your fundraising and maximize your impact. Let’s dive in!
Why Do Donors Give? Understanding the Key to Inspiring Action
As a fundraiser, understanding why donors give is the cornerstone of your success. Here’s the truth: people give because they’re asked. It’s that simple. However, the process involves more than just asking—it’s about presenting a problem that resonates with them, offering a credible solution, and providing a clear plan to achieve it.
At its core, giving is rooted in human action. Austrian economist Ludwig von Mises outlines three key elements that motivate people to act:
- Dissatisfaction with the Current State: Donors must feel uneasy about the problem. Whether it’s the state of education, poverty, addiction, or another critical issue, they need to see the problem as urgent and real.
- A Vision of a Better Future: Donors need to see the possibility of change. How will their contribution lead to happiness, satisfaction, or solving the problem?
- A Clear Path to a Solution: Donors must trust your ability to implement the solution. Your plan, budget, and timeline should instill confidence and make them feel part of the change.
When donors identify with the problem, believe in your solution, and trust you as the vehicle for change, they’re ready to give. It’s about connecting their personal values to your cause. Remember, tax benefits or recognition are often secondary—what truly drives giving is the desire to make a difference.
This framework applies to all types of donors. Whether it’s a large-scale campaign or a small community fundraiser, people give when they see themselves in the solution.
So, as you prepare to ask, make sure your approach includes these three elements: an identifiable problem, a credible solution, and a clear plan. This builds trust and inspires action.
Stay tuned for my next post, where I’ll share tips on how to make the ask effectively and what to do after the ask to strengthen your donor relationships.
