Why do people give (and what’s wrong with the list)?

In Ken Burnett’s awesome book titled Relationship Fundraising, he lists 18 reasons why people give.  I love the list but there’s one thing wrong here.  He put the wrong reason at the top.  And, I think he should have switched the last two reasons with the first.
Here’s his list:

  • Tax planning to escape, say, inheritance tax
  • Ego, self-esteem
  • The quest for immortality
  • Emotional response
  • Self-preservation
  • Vested interest
  • In memoriam
  • Giving something back
  • Identifying with the cause
  • Religious heritage
  • Social ambition
  • Guilt
  • Altruism
  • Compassion
  • Authority
  • Value for money
  • Because they were asked
  • Because it feels good

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