10 Reasons Why Donors Give

Do donors give to make an impact? If only it were so simple.

In a few recent conversations, I’ve heard some version of “donors give because they want to make an impact.”

That’s true but incomplete. New and better ways of engaging and retaining donors will be based on a variety of other motivations.

From academic and practitioner research, we know of many other reasons that people donate. Successful donor cultivation usually builds on multiple of these motivations rather than just one.

It’s not a complete list, but here are ten other reasons why donors give:

1. Someone asks: A friend or family member asks.¹

2. It’s a hobby. Donating brings varied and interesting experiences, such as attending events, meeting politicians, etc.

3. They feel a sense of duty. Giving can be important to donors’ self-identity. Not donating might conflict with their self-image as someone who acts responsibly or acts to address a given problem.

4. They want to join or stay in a community. Donors often become friends with others who donate, and enjoy sharing notes and ideas on how best to make an impact.

5. Giving might help them. Changed policies might benefit the donor or someone they care about. This can be nefarious but isn’t always; for example, people affected by certain diseases or policies advocate for relevant changes.

6. It’s prestigious. They want to be seen publicly as contributing resources to address an issue, or to be seen as a peer of others who do.

7. They want to be savvy or seen that way: They want to prove that they are savvy enough to find the “best” impact opportunities, and/or to uncover ones that others have overlooked.

8. It makes the donor feel important. Donors of a certain size get to interact with elected officials and leaders of national organizations.

9. It offers emotional relief. Over the past 6 years, “rage giving” has become increasingly common. Well over $100 million has been raised in online campaigns around high-profile events.

10. They see a prominent figure asking or giving. When an ask is signed by someone like an elected official or a respected peer, some donors have confidence in that person’s analysis of what’s worthy of funding.

11. It matches the donor’s style. For example, some donors who work on startups like to fund “moonshots,” i.e. things with low probability of success but that could make a big difference if successful.

Why else do donors give? Please add your thoughts in the comments.

Gratitude to Hadar Sachs and Haley Bash, who contributed to this post.

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1. There are several reasons why a friendly ask leads donors to give. Donors often appreciate a trusted friend sharing their advice on what donations are important. The donor may want to support their friend’s efforts, deepen the relationship, or worry that declining would be offensive. Or the donor might just feel bad saying no.