Why People Give

The best use of “guilt” is when it is coupled with anger and fear to motivate the donor to do the right thing. Some of the most successful fundraising I have seen has followed significant events that captured widespread public interest, such as the terrorist attacks on Sept. 11, the Asian tsunami and recent, devastating U.S. hurricanes. Relief organizations promoted their ability to respond quickly and effectively, implicitly presenting themselves as the donor’s “guilt release channel.”