Why People Give

Successful fundraisers use exclusivity to build strong personal relationships with elite donors.

4) Fear. This is perhaps the strongest motivator of all. Fear is a core trigger of donor behavior, and it’s very visceral. Fear works when there are clearly identified “good guys” and “bad guys” or direct, personal threats aimed at the donor. Fear is best used when you are able to explain the negative consequences of the donor not acting. Fear is a contrasting motivation; it prompts response when the donor can clearly see how his participation will resolve whatever is causing the fear or how his lack of response will make the fear worse.