公益学习资料/捐赠者的8个捐赠动机和1个不再捐赠的原因

悟道

作者：Linda Lombardi 

了解是什么激励着捐赠者给你们机构捐款，这对你们和捐赠者之间关系的发展和长久而言至关重要。他们个人是否受到这个问题的影响？他们是否渴望找到回馈社区的方式？捐赠是他们家庭传统的一部分，抑或他们是通过社交网络了解到你们组织的？

捐赠者的8个捐赠动机
和1个不再捐赠的原因
捐赠者的动机是什么？
2017年，慈善捐赠首次超过4000亿美元。那么是什么激发了捐款的热情？答案是，捐赠的缘由和捐赠者个体一样独特和个人化。

使命驱动
捐赠者找到你们非营利组织，是因为他们相信你们的使命。他们之所以追随你们，是因为你们已经证明自己配得上他们的信任和奉献。透明度和可靠性是其中的关键。因此，当你们说要做某事时，要信守诺言。
渴望有所作为
当捐赠者觉得他们的捐赠对改善状况有直接影响时，他们会感到自己拥有力量。因此，你们应该与捐赠者分享他们的捐赠所发挥作用的细节。捐赠如何直接影响到你们组织所取得的成绩，这方面的详细信息能够给捐赠者带来信心。
个人满足感
向慈善机构捐款能够让人感觉良好。科学研究已经证明，慷慨会刺激多巴胺，而多巴胺会在与快乐和奖赏体验相关的区域产生类似的大脑活动。
家庭与教养
对许多捐赠者来说，慈善捐赠是他们家族世代流传下来的传统。而我们在年轻时学到的行为会一直伴随我们到成年。
个人故事
捐赠是一种情感行为，人们更多地将其与个人故事联系在一起，而不是与统计数字或宽泛的陈述联系在一起。因此，你们应该在所陈述的事实和统计数据旁边放一张人性化的脸，使其能够触及问题的核心。与你们的捐赠者分享这类信息，这样他们就可以在个人层面上与你们的工作联系到一起。
宗教信仰
每一个主要的宗教都教导善良的意愿、关心他人和慈善捐赠，而捐赠者也倾向于践行他们所宣扬的东西。捐赠美国（Giving USA）2017年《关于宗教捐赠的特别报告》发现，62%的宗教家庭会向某些（宗教的或世俗的）慈善机构捐款。
社交网络
社交媒体的力量，加上网络捐赠的便利，促成了点对点捐赠的流行。人们越是看到他们的同伴参与到一项事由中，他们就越有可能也参与其中并捐赠。另外，参加社交化的筹资活动本身也很有趣。
税收优惠
2017年的减税和就业法案（TCJA）将影响每个个人和组织。非营利组织正在关注标准扣除额的增加和取消个人免税将如何影响慈善捐赠。虽然我们不知道这些变化会在几年内产生持久的影响，但我们知道利他主义仍然是人们捐赠的一个驱动因素。

而捐赠者停止捐赠的首要原因是……
他们不再认为他们（或他们的捐赠）对你们的组织重要。
改变你们与捐赠者之间的交流方式，不要仅仅只是在需要钱的时候，才想到去与捐赠者展开互动。你可以给他们发送一个筹资活动的进展报告，祝贺他们帮助你们达到筹资目标，确保他们知道，没有他们的支持你们是做不到的。

附:原文

Knowing what motivates your donors to give to your organization is vital to the growth and longevity of your relationship. Have they been personally affected by the issue? Are they eager for ways to give back to their community? Is it part of a family tradition, or did they learn about you through their social networks?

01
What Motivates Donors

In 2017, charitable giving exceeded $400 billion for the first time. What’s motivating this surge in giving? The reasons for giving are as unique and individual as the donors who give.

Mission-driven

Donors come to your nonprofit because they believe in your mission. They stay with you because you prove yourself worthy of their trust and commitment. Transparency and dependability are key. When you say you’re going to do something, be true to your word.

Desire to make a difference


When donors feel their gift has a direct impact on improving a situation, they feel empowered. Share specifics with your donors about what their gifts support. Detailed information about what you’re accomplishing as a direct result of donations gives donors confidence.

Personal satisfaction


Donating to charity feels good. Scientific studies have proven that generosity stimulates dopamine, which creates similar brain activity in the regions connected to the experience of pleasure and reward.

Family and upbringing


For many donors, charitable giving is a family tradition, handed down from generation to generation. Behavior learned at a young age stays with us into adulthood.

Personal stories


Donating is an emotional act, and people connect more to personal stories than statistics or broad statements. Put a human face on your facts and statistics, and get to the heart of the matter. Share that with your donors so they can connect with your work on a personal level.


Religious beliefs


Every major religion teaches good will, caring for others, and charitable giving. And donors practice what they preach. Giving USA’s 2017 Special Report on Giving to Religion discovered that 62 percent of religious households give to charity of some kind (religious or secular).


Social networks


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. Plus, participating in social campaigns is fun.

Tax benefits


The 2017 Tax Cuts and Jobs Act (TCJA) will impact every individual and organization. Nonprofits are watching how the standard deduction increase and elimination of personal exemptions will affect charitable giving. Although we won’t know for a few years the lasting impact these changes will have, we know that altruism is a driving factor for why people donate.

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And the #1 reason why donors stop giving…

They stop thinking that they (or their gift) matter to your organization.

Vary your communications so that you’re engaging donors more than simply when you ask for money. Send an update on a campaign that congratulates them on helping you reach your goal. Make sure they know you couldn’t do it without them.