Why People Give

Successful fundraisers work hard to craft campaigns that let donors know the “good deal” they will receive when they give.

6) Guilt. Guilt can be an effective and positive motivator. It can be used to create a sense of obligation.

Many fundraisers mail trinkets and other premiums in acquisition direct-mail appeals to create an environment of reciprocity, hoping the donor will feel an obligation to respond with a gift. Of course, the donor driven solely by reciprocity is often a less valuable donor, so great care must be taken to ensure that your cause also is understood and valued.