Why People Give to YOU
In an issue of her Loyalty Letter, Lisa Sargent recently noted:
“I just wrapped up supporter survey season in my little copywriting studio. And every year, the most powerful answers come from one simple question:
“WHY DO YOU GIVE?”
The responses stop me in my tracks every time. I smile. I cry. I sigh. My coffee turns tepid in its insulated mug. And I remember why we’re here.”
It’s a really good idea to stop and pause, every now and then, to think about why people give to you.
In fact, you might want to do your own survey. Or you can ask people to answer this on your appeal remit piece or donation landing page. Because once you understand your donors’ motivations, you can tap into them when crafting supporter communications.
I’ve grouped some of the answers Lisa shared (in quotations). They jumped out at me because they’re emblematic of the pillar fundamentals of a successful fundraising program. People don’t just give because you ask them for money. Sure, they must be asked. But, that alone is insufficient to inspire philanthropy. There’s another, deeper reason people give.
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