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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