There are a lot of reasons why people give.
One of them that comes up a lot – especially in my FAVOURITE group of donors: mid-level – is this:
“I want to feel a part of something.”
Donors don’t say this explicitly a lot, but their behaviour validates it. Here’s an example: Bernie Sanders’ election campaign.
I listened to a podcast recently that interviewed Mr. Sanders and I was fascinated when he spoke about fundraising.
These numbers might be slightly off, but he raised $137 million from 4.7 million supporters, which means an average gift of:
For those of us who work in annual giving or direct response fundraising, those numbers don’t necessarily make our jaws drop. However, when we think of American political fundraising, we think of the support coming from big insurance companies or the Koch brothers; groups or individuals that want to leverage their support for lobbying power.
If that’s the perception, then how could the average American – to my point earlier – ever feel a part of the process?
That’s what Bernie Sanders did differently.
In Canada, in national political fundraising, there is a cap on political contributions and donations to political parties can only be made by individuals (no corporations).
But in the absence of those rules in the US, Bernie Sanders created his own rules. The few fundraising events that he held had a maximum ticket price of $100 and he focused on individuals, thereby…
Making them feel a part of it.
So think about your organization. Is there a perception of who a donor to your organization is that excludes others? What do you need to do to make donors feel a part of your mission?
Food for thought this week.
Written by Maeve Strathy
Maeve is the Founder of What Gives Philanthropy and has been working in fundraising for eleven years.
Click here to learn more about Maeve.