Over the last 20 years or so, a stream of research on giving motivations has regularly pointed to a simple yet powerful factor:
Donors tend to give then they are asked.
For example, the Study of High Net Worth Philanthropy has been biannually produced since 2006 by the Lilly Family School of Philanthropy and Bank of America and examines wealthy donors and their giving patterns, tendencies, and motivations. Over the series of studies, there has been a consistent finding: Up to 87% of wealthy donors will make a gift, at least sometimes, simply in response to being asked.
And, if we look at data around donors who give more modest amounts, we see a similar finding. For example, “checkout giving,” or giving that occurs at the retail point of sale when a customer is asked to, “round up their purchase to the next dollar for a charitable cause,” generated almost $750 million in 2022. These “impulse gifts,” are created because the customer was directly asked. In many instances, the customer is not all that familiar with the organization or cause they are supporting.
These are powerful reminders about the importance of consistently inviting gifts. But, this view of the research (and what we know from working with donors directly), paints only a partial picture.
Yes, more donors will give when we invite their support directly and specifically. That is a key component of our work.
But, even when we invite gifts directly and specifically it is important to remember that the choice to give is ultimately the donors’. And, donors will only make that choice when they are ready.
When we implement plans that help guide our potential donors on the journey to become more emotionally, mentally, and even, spiritually ready to give and, then, we consistently and directly invite them to do so, we will generate the kinds of generous responses that our causes and missions truly deserve.
