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10 Truths About Motivating Generosity

Posted on February 1, 2023February 1, 2023 by Jason McNeal

Generous charitable support is consistently motivated by:

  1. being invited to give by someone the giver admires;
  2. believing in or having been personally impacted by the institution’s mission;
  3. trusting in the institution’s leaders to deliver on their vision for the future;
  4. having a personal connection with the institution today;
  5. believing that making this gift will be personally satisfying.

Generous charitable support is not consistently motivated by:

  1. receiving tax benefits;
  2. receiving public recognition;
  3. the giver’s family tradition of support for an institution;
  4. reviewing a spiffy, well-designed case statement;
  5. being convinced through data, logic, or an overly-suave presentation.

Research as well as practice repeatedly prove the above points.  And most everyone who has sat with even a few donors knows these truths and how sustained generosity is motivated.

Why, then, do we spend so much time highlighting or perfecting the last 5?

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