Why People Give

Listening to my local public radio station make appeals for funding on-air leads me to question again: 

Why Do People Give?

The local talent is telling me all about mugs, t-shirts and socks. I can even get flowers to send to a loved one.

But...is that the reason I would want to give them money? No, not really. 

Maybe it's just me. Maybe I've become jaded because of my 31 years sitting in that chair trying to motivate people to make that phone call. 

I think it's all about the listener and why they come to the station for their news and information. The listener is first. I'm not sure public TV can raise money that way. Fundraising around regular programming is slow going. So they produce specials that have little to do with their mission. They focus on cassettes, DVD's and CD's. They help the presenter hawk his or her products. For the most part it doesn't work that way for public radio.

I went to an out side source to find out what motivates people to give. I went to the Network for Good. This is what they came up with.

1. Donors come to your nonprofit because they believe in your mission.
2. Donating to charity feels good.
3. For many donors, charitable giving is a family tradition.
4. Donating is an emotional act, and people connect more to personal stories than statistics or broad statements. 
5. Religion - Every major religion teaches good will, caring for others, and charitable giving.
6. The power of social media combined with the ease of online giving has contributed to the rise in popularity of peer-to-peer giving. The more people see their peers involved in a cause, the more likely they are to participate and donate. 
7. Tax benefits - Nonprofits are watching how the standard deduction increase and elimination of personal exemptions will affect charitable giving.

People stop giving when they stop believing in you.

I don't see thank you gifts or premiums anywhere in there. Why would you lead off your pitch with socks or a t-shirt?. For that matter, why would you lead off with a hand-ringing appeal about what you need?

It's not about you. It's about your audience. Change your perspective. It will change your approach.   

A little thought before opening the mic will go a long way.