Reasons people give...
...spoiler, it's not because you made a leaflet
Photo by Rob Pumphrey on Unsplash
For many years, I (Caroline) decided that if I ever won the Lottery, I would make major gifts to both my local RNLI Lifeboat and the Air Ambulance.
Because of their important lifesaving work I hear you ask?
Nope.
Because I wanted to have a ride on the boat / in the helicopter
You may think the reasons for my imagined philanthropy to be disingenuous (possibly a result of too many Saturday tea times spent watching Baywatch as a kid…?), but for me, the idea of zipping along the coast in a super-fast boat / helicopter AND saving lives is massively attractive.
For the record, I will also use my new philanthropic powers to decolonise the charity sector, eradicate racism and rebalance the distribution of funding so that considerably more than 1.8% goes towards issues affecting women and girls*
I’m gonna need a lot of Lottery tickets.
Unless you’re one of those amazing people whose brain is chemically wired for extreme generosity (like these people who have donated kidneys to complete strangers), then you’re probably a normal human who whilst capable of deriving a huge amount of joy from giving, is also likely to enjoy any extra opportunities which present themselves.
Working for the National Trust was a veritable treasure trove of opportunities for donors who wanted to make their mark on a place which mattered to them. I’ll never forget seeing the excitement on the faces of donors whose generosity had (ironically) bought them ‘money can’t buy’ experiences:
Touching (with special gloves – lest skin and parchment should meet) a 17th century book of land records including information about the area from which a donor’s family originated, including their family home
Seeing our top-secret bio-secure plant conservation centre (might get sued for mentioning that one)
Riding around in the back of a Gator whilst 22 weeks pregnant with the friend of a donor (the donor was riding up front in the only available seat – she was in her 80’s so we thought it only fair) to look at a newly acquired nature reserve.
There is no shame in finding joy in giving AND in revelling in the enrichment that these gifts may precipitate.
In fact, special experiences will bond donors and charities together through memories made and experiences shared. Meetings, tours and behind the scenes access can enable deeper connections, understandings and friendships to flourish.
Interest in a cause + human connection = philanthropy
Many of you will have seen Netflix series After Life, in which the main character Tony struggles to continue with his life after the death of his wife Lisa.
The final episode *SPOILERALERT* sees him experience joy as he gives away Lisa’s life insurance payout, to charities, friends and family.
This example demonstrates more pure altruism than my imaginary example (where I very much got something in return). Tony gains nothing other than the satisfaction of the lives he’s changed.
No helicopter ride for him.
But (unlike the kidney folks), there are still reasons for his choices, in that those who receive money have a link to Tony or to Lisa.
All of the gifts are motivated by personal interests and seem solidified following conversations with people involved (note that the charity gift he makes follows on from conversations with the people using their services).
Interest in a cause trumps personal connection and wealth
No-one ever gave to a charity purely on the grounds that they were wealthy.
Occasionally, someone gave to a charity that was new to them, purely because a friend or peer asked them to.
Wealth and networks play a part in the major gift mix, but the overriding factor in the majority of gifts is a strong personal interest in a cause (again, specific organisations are not necessarily important here).
When considering the people who might be your major donors, don’t think first of those who have the capacity.
First and foremost – consider those who have the interest, the passion and the personal motivation. Not only because this is the primary way to unlock a gift, but because wealth is largely nebulous and cannot be easily defined.
More on this next week.
Some things to keep in mind:
People will be moved to give because first and foremost, they are interested in a cause. Period. First find the people who give a shit. Others will follow.
Conversations are crucial. No-one ever gave because you made a leaflet. Get on the phone.
Think creatively about the ‘money can’t buy’ experiences you can offer to donors or prospective donors. How can these experiences bring them closer to your cause / increase their understanding of the importance of your work?
Watch After Life if you haven’t already, it will make you laugh and cry (and don’t be put off that it’s Ricky Gervais – it beats his stand-up hands down)
*I want to be clear that “Women’s issues” should not be a thing. They should be incorporated into a full societal spectrum of support and consideration so that everyone is supported with the things that they specifically need. We just want our fundamental rights dammit!
I recommend reading this report by ROSA on the underfunding of the women’s sector and this blog by Sarah Jane O’Neill which stopped me in my tracks earlier this week.
Also, feminism is not feminism unless its intersectional. Just saying.