results

Here’s What Supporters “Buy” When They Donate to Charity

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

What your supporters are really buying when they're donating money.
I think buying and donating are the same.  Here’s why.  When I give money to a charity, I am buying:

  • A chance to be moved by someone’s story in an emotional way
  • An opportunity to feel I’m not powerless in the face of need and can help (this is especially true during disasters)
  • Empowerment to feel that I’m changing someone’s life
  • A sense of closeness to a community or group (like my son’s athletic team)
  • A possible tax deduction
  • A way to memorialize someone (who is struggling or died of a disease… for example, I bought that for my mom and for my dad after I lost them)
  • A way to continue my family tradition since I was raised to give to charity
  • A chance to be “hip” by supporting a charity (i.e., wearing a yellow wrist band) when it’s in-style to do so
  • A way to feel connected to other people… to build my social network (i.e., my friend is running in a 10k soon and I want to support her)
  • A chance to be the “hero” (and to have a good image for myself/my company)
  • An opportunity to leave a legacy that perpetuates me, my ideals or my cause
  • An opportunity to give something back to others
  • A way to follow my religion because I believe that God wants me to share what I have
  • And finally I want to be seen as a leader/role model

What do you think supporters buy when they donate to charity? Sound off below.
 

Related Posts:

>>The Myth of the Disappearing Donor
>>What’s the difference between buying and giving
 

LIKE THIS BLOG POST? LEAVE YOUR COMMENTS BELOW AND/OR SHARE IT WITH YOUR PEERS!

4 responses to “Here’s What Supporters “Buy” When They Donate to Charity”

  1. Scott Talbot says:

    Immortality, in a sense. When one establishes a lifestyle of giving, and especially when one leaves a significant legacy gift in his will, his generosity is memorialized for generations to come.

  2. Russell James says:

    Meaning beyond simply what I can personally consume.

  3. […] it was against that backdrop that I read MarketSmart’s Halloween blog post, Here’s What Supporters “Buy” When They Donate to Charity, by Greg […]

Leave a Reply

Your email address will not be published. Required fields are marked *

Get smarter with the SmartIdeas blog

Subscribe to our blog today and get actionable fundraising ideas delivered straight to your inbox!