What’s Your Point?

The model on Page 23 is called Online Giving DNA. Its purpose is to help nonprofits understand the context of donors, i.e., why they do what they do. Understanding why donors give will help you shape and present inspiring content that answers donors’ unspoken questions. The statements on the left side of the model represent a donor’s logical process to giving online. The statements on the right side present the contrary rationale. Understanding why people don’t give is just as important as comprehending why they do.