Why do people give?

By Alan Clayton

At first glance this seems the simplest question of all. Why do people give?

The answer is rather important, perhaps even the be-all-and-end-all for anyone who wants to be any good at fundraising. Familiarity with the answer is crucial to appreciating the core benefits of our 'product', to understanding donor motivations, to appreciating the skilful combination of need plus solution that is so important for effective fundraising. Regardless of how and what you want to communicate, the individual donor's reason or reasons for giving should be firmly at the root of every communication we produce.

Read more of this article from the Resource Alliance website.