Recently, Christopher Davenport of Movie Mondays for Fundraising Professionals asked three donors what was the number one factor that motivates them to give. The answers should not surprise you.
"Can we make a difference to the organization?"
This is what Craig Stewart, President of the Apex/Bruce & Jolene McCaw Family Foundation said. Yes, organization leadership, a mission match, and other things are important, but for him the bottom line is: “Will our gift make a difference, and will we feel good about it?”
“I look for a genuine connection …”
Ellen Ferguson, a Seattle philanthropist, says she looks to see if the organization connects first and foremost to the communities and causes that are her passions. Organizations that get her support are really based in the community and address those needs.
“Is this organization making a difference in the community?”
Mike James, a retired broadcast journalist, wants to see that the organization's efforts are tangibly making a difference in the lives of the people it serves.
Watch the video of these philanthropists.
All three of these answers support what William Pitcher of the Pitcher Group says in his blog, The Journal. He notes Six Reasons Donors Give Their Money Away.
The first is the impact the donor’s gift will have on the organization and ultimately the community it serves or the cause it advances. “Can we make a difference?” As you build your case for support, you need to illustrate to your potential donors how their gift can make a tangible difference in the lives of your students. And after the gift, you need to report the result of their gifts. Tangible evidence—best presented through personal stories—goes a long way. Pitcher says, “Sometimes causes get so focused on their needs, they forget to celebrate their accomplishments. It’s these accomplishments that the impacted donor wants to see.”
Another compelling reason is mission, which easily ties to personal connection. Your potential donors have a personal connection to your school, its programs, the community it serves, etc. If your school needs support for its international curriculum, you can strike a chord with a donor who is passionate about global education for children. You need to make that connection for the donor. “To appeal to the mission donor,” writes Pitcher, you want to empower them and treat them like a partner in your effort as much as possible. Build on the concept of working together to achieve results."
Don't forget to use the same strategy for your annual appeals. Make sure your supporters know how their gifts will make a difference for your students—and share your stories! Want some advice from an expert? Download ISM's recorded Webinar How To Write a Great Annual Fund Letter led by ISM Senior Consultant Paula Schwartz.
Additional ISM articles of interest
ISM Monthly Update for Development Directors Vol. 9 No. 2 Now More Than Ever—Tell Donors What Their Gifts Will Achieve
ISM Monthly Update for Development Directors Vol. 10 No. 1 An Effective "Thank You" Strategy to Generate Donations
Annual Fund: Create a Powerful Case Statement
Additional ISM articles of interest for Gold Consortium Members
I&P Vol. 32 No. 10 Seven Gift Planning Tips for a Small Development Office
I&P Vol. 30 No. 4 A Comprehensive Development Model
