There’s a common saying in fundraising, “the #1 reason people don’t give is because they weren’t asked.” In fact, a study last year estimated that between $19 billion and $46 billion more could be raised in the United States from individuals who were not asked to donate! That’s a lot of untapped generosity, and a great reminder as we enter the year-end giving season to make sure you're not leaving anyone out in your appeals.
How do you make sure you’re connecting with donors? And how do you encourage them to give? If those are questions on your mind, the findings from our Give to the Max Day donor survey provide some answers. We found that donors are often motivated to give by personal connection and meaningful outreach. The top three reasons that donors cited as motivation to give, in no particular order, were:
These insights remind us that fundraising is all about building relationships and inviting people to join your mission. As you approach a busy giving season, consider who you might be leaving out of your appeals and make a plan to connect with them. Are there any former volunteers who might be interested in reconnecting? Lapsed donors who would enjoy an email from your team? Community members who may have benefited from your work but haven’t yet been asked to give?
The calendar year-end is a great time to reach out to those folks. In fact, 30% of all annual giving happens in December! Make the most of this generous season by connecting with your community. If you’re looking for more ideas on how to channel generosity towards your mission, join our team for next week's Learn Along: “Strategies That Wow at Calendar Year-End” to learn how to make the most of the year-end.
P.S. Did learning more about donor motivation inspire your own generosity? Make a gift to a cause you care about on GiveMN.org!