You may have heard that the reason why people give is because they were asked.
For many years, this saying has motivated fundraisers to get out there and “make the ask”. And, to a certain extent, they are right. Calls to action are essential for marketing effectiveness. After all, if you don’t ask, you won’t get.
But this is NOT REALLY the reason why people give. Rather, people give because it makes them feel good.
A lot of science has been applied to research this. For instance, Dopamine
is the chemical your body releases that make you feel good and rewarded.
According to researchers at the National Institute of Neurological Disorders and Stroke
, “donating subjects displayed a marked increase in reward activation compared to the good feelings associated with receiving cash.”
Plus, the more personal the charity is to you, the greater amount of dopamine that gets released- meaning… more good feelings!
deliver convenience to help us get engaged, spread the word and donate more— faster. We want immediate satisfaction. Immediate rewards. So nowadays we can give faster and easier than ever before.
Want more elaboration? Here you go:
- Giving lifts people up.
- It makes them feel alive.
- It sets their heart on fire.
- It ignites emotion.
- It gives them a warm glow that is very hard to explain.
- It provides a spiritual sensation.
- It brings them closer to others and provides a sense of community.
- It makes them famous (sometimes).
- It allows them to right wrongs.
- It enables them to give back.
- Sometimes it allays guilt.
- Other times it gets them notoriety or free tickets to an event.
There are tons of reasons why people give. Sometimes it’s done to avoid pain (such as guilt). But mostly it’s done simply to help them feel good.
>> Words That Work: The Phrases That Encourage Planned Giving
>> 5 ways to keep your donors from slipping away