The Bank of America and the Lilly Family School of Philanthropy teamed up to find out what motivates affluent donors to give away their money. The Sharp Group also provided a nice summary of the findings.
#1 Belief in the mission of the organization.
50% of affluent donors say that this is always their top reason. 38% say sometimes this is the reason they give.
When 88% of donors say belief in the mission is their top priority... believe them.
By the way…what is the mission of your congregation?
If you’re part of a church, you already have people there who believe in you and what you’re doing. But are you being clear about that mission? Are you passionate about what you’re doing and why you’re doing it? If not, this might be a good opportunity for you to figure it out. It’s too important not to know why you exist.
#2. They believe their gift can make a difference. This is where storytelling is key. Tell your story of how you are changing your world, your community, and those within your congregation. Share stories in your newsletter, on social media, via snail mail, and in worship. Have several simple stories ready to tell when you have coffee or if you happen to chat with a stranger or run into a neighbor. We all want to make a difference. Be sure you’re telling your story of how transformation is happening through your congregation.
#3. So they can give back to the community. That old adage, “Think globally, act locally,” holds true. What is your congregation doing that impacts people beyond the walls of your church? Be ready to invite people to become invested financially with in a ministry that’s making a difference.
Surprisingly, tax advantages were not high on the list. That reason was smack dab in the middle of the pack at #6.
The bottom line is for some people, the only way they want to make a difference is to financially support an organization. It can bring immense joy and meaning into their lives.
Do what you can and be as clear as you can about who you are, what your mission is, and stories of change that make our world a better place.
And guess what? Generosity will follow.
Want to see a complete list of reasons people give? You can access it here or check it out below.
story by Cesie Delve Scheuermann, consultant in stewardship, development, and grant writing, Oregon-Idaho AC.
United Methodist Church Giving is about people working together to accomplish something bigger than themselves. In so doing, we effect change around the world, all in the name of Jesus Christ.
