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Values
money
can't buy

This article provides some evidence, insight and opinion based on a continuously evolving research programme which attempts to define the reasons that people do good things.  In this context a good thing is defined as ‘giving money to a charity’.

Conclusions are drawnfrom a variety of research resources and live testing across a wide client base over the last eight years.

Good People: A work in progress

What are we trying to discover?

Why people give.

In twenty years of fundraising, I have never sat at a post-conference dinner table that could come close to consensus on this subject.  I have heard “We are just intrinsically good” from a community fundraiser, “Because God demands it” from a consultant, “People give for selfish reasons” from an agency account director, and “It’s all about sexual advantage” from a slight tipsy journalist. 

Of, course, we have all heard a thousand variants on each and every theme, but never the slightest hint of agreement or a definitive answer Even a detailed delve into academic texts on the matter, Richard Dawkins’ “The Selfish Gene” or even Matt Ridley’s “Origins of Virtue” provides more questions than answers. 

Is it about benefiting our children, peer pressure, or is it about increasing the evolutionary chances of one’s genes’ own survival? Not even the ubiquitous focus group provides the answer.  In fact, the focus group is perhaps the worst source of distraction of all.  Experience tells us that the only time people consciously think about their giving behaviour is when they are asked about it.  Heisenberg style, people’s behaviour changes as soon as it is observed.

Why will this knowledge be useful?

It will help us raise more money.

Every marketing manual, course or degree opens with the basic economic driver of “You must know what your customer needs.”  If different people need different things, you must have different products.  So either target your audience or have a portfolio of products and messages.  Or vary your creative treatments to different segments.

It is astonishing and wonderful that the fundraising “industry” has become the multi-billion dollar beast it is without being able to define the needs of its donors, in all their variety.  Imagine how much we can raise if we actually know the motivations that drive our donors and their behaviours?

Read the full article…

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