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Donor Motivation Matrix−
What We Learned
National Development Institute Survey
The National Development Institute recently conducted a
survey of major donors in order to determine why they give
and how to better engage them. The requirements column of
the chart on the previous page summarizes what motivates
donors in their charitable contributions.
As you can see, getting a tax write-off didn't even make the
list. For most donors, deductibility of donations is a non-issue.
Impact
Donors give because they respect the mission, campaigns,
and/or leaders of a nonprofit organization. They passionately
believe in what that charity is doing in the world.
The takeaway is clear—nonprofit organizations must focus on
giving greater visibility to their story and results, so donors
can share in their mission success.
Giving is a Direct Result of the Donor's Belief in the Mission
of the Organization.
Source: Inside Charity "What Tax Reform Means for Charity: more Money, Money, Money," Jimmy LaRosa
