The 10 Commandments for Optimizing Fundraising Success, Part 3

Gaffny said it's important to understand why people give to you:

• They like you.
• They believe in your mission.
• They need you/a friend needs you.
• They like your premiums.
• They have a desire for affiliation.
• They have a desire for recognition.
• They have a sense of obligation.
• And because "it's time."

That last one, Gaffny said, is the single most underrated, underappreciated, untapped and overlooked appeal — yet one of the strongest motivators. People give the most at the end of the year and during big annual fund drives "because it's time."