Donors give not for what you do, but for what their donation will do for them.
Each and every donor needs a certain feeling of fulfillment from giving. We can pigeonhole donors into four types, based on the fulfillment they want when they give.
- 'Difference Maker'
- 'Personal Ties’ Giver
- 'Hashkafa or Social' Giver
Some want just one and none of the others. Others want a combination. Let's look at them one by one.
- The 'RePayer'
The ‘RePayer’ has strong feelings for wanting to give back to the organization that impacted his life or the life of a loved one.
You can identify a ‘RePayer’ when they say: “If not because of this organization, I don't know where I would be today. That’s why they get a larger part of my support!”
- The 'Difference Maker'
The 'Difference Maker' wants to feel they're making a difference. Giving to (or through) your organization is how they get that feeling.
You can identify them when they say: “I only give to organizations where I can make a difference.” or “I give to projects where they're using my funds to impact more people."
When you solicit them, you’ll need to show them how their gift will make a difference. Or how the project or outcome wouldn’t otherwise happen without them.
- The 'Personal Ties' Giver
The 'Personal Ties' Giver gives primarily because of a personal connection to the cause. Underlying this is a need for belonging, connection, status or something else connected with this personal relationship.
You can identify him when he says: “I’ve been learning with the rabbi for a year. He has a great project which I support” or “A lifelong friend founded the yeshiva I’m a major supporter of."
- The 'Hashkafa or Social' Giver
These donors want a feeling of status or belonging that comes through being part of something that fits their worldview or makes them feel a part of a specific social network.
You can identify them when they say: “Our priority is supporting our son's yeshiva.” or “We were invited to join xxx organization’s dinner committee by our good friends."
Consider - for each of your top 15 donors - which four donor drives they fit into?
What can you do - next time you engage with each of these donors - to give them the fulfillment they need?
Have a great fundraising week,