A closer look at key factors that motivate donors to take transformative action and give to causes.
TALGiving is all about harnessing the power of kindness, collective giving, and collaborative action to drive transformative change in the world. We are on a mission to build a kinder, more equitable world where no one is left behind…where everyone can and does help anyone in need.
We bridge the digital divide, bringing kind donors with individuals and nonprofits in need. We enable everyone in need to access funds, resources, and support in a quick, effective, and secure manner.
When we say we bridge the digital divide and bring donors and donees together, we don’t just mean creating a tech-enabled, intuitive online crowdfunding platform. That is an important aspect of TALGiving’s work but we go above and beyond to ensure our users access the help they need.
To this end, we offer free marketing tools and admin support, powerful insights to improve donor engagement, and a growing wealth of knowledge resources. Recently, we were trying to get to the root of what motivates donors to give. Equipping fundraisers with this information will help them to maximize their crowdfunding success.
So, what motivates donors to give? What drives them to take action when they see requests for help? Keep reading to find out.
Key Factors Motivating Donors to Give
Impact/ Potential Impact
Most people are driven by purpose with respect to charitable giving. Charitable giving and generosity, as suggested by several scientific studies, stimulate dopamine and cause brain activity in regions associated with pleasure & reward. So, as humans, we are wired to support worthy, high-impact causes.
Donors feel motivated to give to causes that have a high impact and/or the potential to create a tangible impact. In fact, 48% of donors will give again if they feel like their donation is making an actual, tangible difference to said beneficiaries. 27% give again to the cause when the fundraiser informs them of the impact.
So, fundraisers must clearly communicate to donors about the beneficiaries and the impact their donation will have on beneficiaries. It is equally important to consistently engage donors and keep them updated on the progress of the project/ cause.
With TALGiving, there is a wide range of free marketing tools and resources to help nonprofits and individual fundraisers engage their donor networks.
Trust
Donors must know that the cause they are contributing to is legitimate and that the organization/ individual raising funds will use it for defined purposes. TALGiving verifies the fundraisers and scrutinizes each request to ensure spam or untrustworthy requests don’t get published on our platform. This way, donors have a wide range of verified, high impact causes to give to.
In addition to the platform verifying the causes, donees should take measures to build long-lasting, trusting relationships with donors.
This can be achieved by
- highlighting the work the organization does
- updating progress
- maintaining transparency
- communicating regularly with the donors
- frontloading campaigns to provide social proof to donors
- providing case studies, testimonials, and other such content as proof of work and impact
Personal Experiences/ Connection to the Cause
People’s personal experiences or connections with causes often make them want to give to those causes. For instance, if a family member suffered from cancer or a terminal disease, the individual may feel connected to a medical fundraiser or an organization working with those causes. Similarly, if they have a personal connection with causes like education, poverty, hunger, community development, etc., the fundraising request will connect with them, and they will be more responsive to such requests.
This is why fundraisers must understand who their target audience is and strategize their campaign accordingly. Fundraisers must promote the fundraising campaign in support forums, social media groups, online communities, and so on to effectively target the right audience. The messaging should be crafted to appeal to the right audience.
TALGiving equips fundraisers with powerful analytics, enabling them to better target their campaigns and refine their messaging.
Personal Beliefs & Values
Donors are more likely to donate to causes that resonate with them and align with their personal beliefs and value systems. For instance, if someone feels passionately about child rights, they are more likely to support organizations that work with child rights. Similarly, someone interested in sustainability and green energy is more likely to support a social innovation that promotes greener practices.
So, fundraisers need to clearly and consistently articulate how their work/ initiative/ cause aligns with the donor’s values and beliefs.
Feeling Part of a Community
Donors are more likely to donate to causes when they feel like they are part of the community. In other words, they want to feel like they are contributing to something that is larger than themselves and is driving greater good.
To this end, it is important for organizations to host or be part of kindness and charity events, offer volunteering opportunities, etc. where donors can meet and network with each other. Such social interactions around the cause bind them closer together and to the cause.
Donors Feel Engaged
When donors are engaged across diverse platforms and channels, they are more likely to make donations. In fact, multichannel marketing of the crowdfunding request leads to a 204% higher conversion. Your messaging should be consistent. The donor should understand the (potential) impact, know the beneficiaries, and feel like they are making a tangible impact through their donation.
TALGiving offers a whole range of free marketing tools and resources to engage in multichannel marketing. These include email marketing, social media, podcasts, TALRadio, blogs, video, and much more.
Tax Benefits
Charitable giving does come with a range of tax benefits and some donors give to charity for saving up on taxes too. You need to appeal to those donors by informing them about tax benefits.
Easy and Positive Donation Process
Lastly, the ease of charitable giving also plays an important role. 39% of individuals state this as a motivating factor to give. They don’t want to go through tedious processes in giving. They want to be sure that their data is secure and that they don’t face any spam requests or untoward incidents during/ after donating.
So, choose a simple, intuitive, and secure online crowdfunding platform like TALGiving. TALGiving prioritizes user-friendliness, user experiences, and ease of giving as well as information security, data privacy, and transparency.
