Although fundraisers tend to attribute their success to their techniques and methods, there are deeper motivations that also cause donors to give. In order to understand why people give and why Americans are so generous, one must look at the religious, psychological, marketing, historical, and cultural factors.
First, all of the world’s largest religions teach the importance of all living things on the earth and about the necessity of good deeds. The love of mankind, which all major religions promote, encourages philanthropy.
There are also other factors such as fear, elitism, guilt, anger, and greed. Below are twenty-four reasons that fundraiser Mal Warwick found motivate people to give:
1. Because you ask them to.
2. Because they have money available to give away.
3. Because they’re in the habit of giving away money.
4. Because they support organizations like yours.
5. Because their gifts will make a difference.
6. Because gifts will accomplish something right now.
7. Because you recognize them for their gifts.
8. Because you give them something tangible in return.
9. Because you enable them to “do something” about a critical problem - if only to protest or take a stand.
10. Because you give them a chance to associate with a famous or worthy person.
11. Because you allow them to get back at the corrupt or the unjust.
12. Because you give them the opportunity to “belong”- as a member, friend, or supporter -and thus you help them fight loneliness.
13. Because you enable them to offer their opinions.
14. Because you provide them with access to inside information.
15. Because you help them learn about a complex and interesting problem or issue.
16. Because you help them preserve their worldview, by validating cherished values and beliefs.
17. Because you allow them to gain personal connections with other individuals who are passionately involved in some meaningful dimension of life.
18. Because you give them the chance to release emotional tension caused by a life-threatening situation, a critical emergency, or an ethical dilemma.
19. Because they are afraid.
20. Because you allow them to relieve their guilt about an ethical, political, or personal transgression, whether real or imagined.
21. Because you give them tax benefits.
22. Because they feel it’s their duty.
23. Because they believe it’s a blessing to do so.
24. Because they want to “give something back”
Research on human needs by psychologist Abraham Maslow helps explain the psychology behind generosity. At the bottom of the hierarchy is the need for food and shelter. The next level up is the need for safety, followed by belonging, which is only possible if the more basic needs have been met. The last level is self-actualization, a place where emotionally developed adults understand their interdependence with the world around them.
The basic levels of Maslow’s hierarchy are concerned with personal needs. Philanthropy, the love for others, comes later. Some suggest that since America is the wealthiest nation on earth, philanthropy is easier since the population’s survival needs are met. However, a better explanation is given by Claire Gaudiana in her book, “The Greater Good.” She writes that Americans are generous because it is a cultural norm. Even Founding Father Benjamin Franklin encouraged philanthropy.
Mal Warwick points out that the following American cultural and historical factors have added to the growth of philanthropy in the United States:
· Our do-it-yourself, frontier mentality
· Our emphasis on community self-reliance
· Our deep distrust of government
· The widespread acceptance of religion in America
· Our consistent rejection of socialism and social democracy
· Our tax structure, which favors givers and giving
The do-it-yourself culture helps explain the 1.6 million non-profit organizations in the United States. The distrust of the government and the rejection of socialism leads Americans to want fewer social services from the government because they trust non-profits to assist them. The religious heritage of many Americans encourages charity, as studies have shown that religious people tend to be more generous. Finally, the American tax structure encourages philanthropy.
Almost anyone in the United States can be a donor. But in the end, Mal Warwick asks, "Even after our journey through the realms of religion, psychology, marketing, history, and culture, are we any closer to understanding why so many people are donors, and why they're so generous? Probably not."
Information taken from: Mal Warwick. "Why Are Americans So Generous?"
www.onphilanthropy.com
-- Ashley High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is a subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online.