The mad dash to file personal income tax returns is on! With the April tax deadline looming, we thought it would be interesting to share insights on what drives donors to give. Hint: tax deduction doesn’t even make the top 10!Knowing the motivating factors behind charitable giving is critically important for successful fundraising. According to the recently released GiveCentral Insights on Nonprofit Giving report, altruistic motivations are the primary drivers for charitable giving. Overwhelmingly, Americans donate out of the goodness of their hearts, not because they have to or should for tax purposes. Faith and the desire to help others trump tax breaks.
Understanding why donors give is one piece of the fundraising puzzle. Armed with insights on donor behaviors, your challenge is to create strategies that tap into donor motivations. Communications should be a cornerstone of your strategic plan. From a compelling content marketing strategy to inspired storytelling, demonstrating how donor contributions make a real and meaningful difference to your mission can have a direct impact on your funding. Knowing how important a comprehensive communications plan is to your success, we will continue to share ideas and tangible tips on how to maximize your communications, so be sure to check back frequently. In the meantime, I’m signing off so I can go finish my taxes!