Donors are finicky... Donors are complicated... Donors give to your organization for their reasons, not yours. These are three truths I've learned about people who respond to fundraising appeals. Each truth shapes my fundraising writing. This insight can help you, too.
I have been re-reading Mal Warwick’s practical and insightful book, How to Write Successful Fundraising Appeals. Warwick explores the fundamentals of donor motivation and the dynamics of donor response.
Over his decades of experience as a successful fundraiser, he developed a comprehensive list of the reasons people respond to fundraising appeals.
I took Warwick’s list and created an infographic to illustrate why people, after being asked for a donation, decide to go ahead and make a charitable gift.
Why do you need to understand the reasons people donate?
Understanding possible reasons “why” people donate will help you better empathize and communicate with them.
Forget about the specific needs of your organization and focus on the desires, concerns, pain points, and dreams of the people you want to draw closer to your cause.
Without further ado, here is the infographic I created to illustrate the 25 reasons people respond to fundraising appeals, according to Mal Warwick.
View Infographic: 25 Reasons People Respond to Fundraising Appeals (PDF)
According to Mal Warwick, people send money because…