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Another unique look into the mindset and
qualities of a major gift donor comes from the book, The Seven Faces of Philanthropy.
Written by Russ Alan Prince and Karen Maru File.
While not all of your major gift prospects will fall neatly
into one of these seven categories, understanding
each will help you realize what a motivating factor is for your donor.
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The first face of philanthropy, the Communitarian, doing good makes sense.
Their values, the community where they live and
do business they typically think we're all in this together.
Their motivations, investing in the community is good business.
They do well when their communities do well.
They develop valuable personal business relationships via non-profit involvement.
Namely, board service.
Cultivation tactics that are successful with this type of perspective donor
include arranging meetings with local elected officials or other
influencers to discuss opportunities, challenges and project ideas.
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Start by engaging the business through high-visibility
event sponsorship opportunities.
Or provide opportunities to meet clients benefiting
from services in the local community.
The next face of philanthropy is the Devout,
who think doing good is God's will.
Their values are faith-based causes and institutions.
Motivations for these perspective donors are,
it's God's will that I give to His work and for the benefit of others.
Cultivation tactics for this type of donor include leveraging religious affiliations
or existing relationships with individuals in a particular religious community.
In cultivation conversations, align work by the non-profit with
religious values like help for the poor, caring for orphans,
taking good care of God's creation, justice, equality etc.
And finally, emphasize a basis for trust, transparency, honesty,
credibility, and not recognition or donor benefits.
The third type of prospect or
donor is the Investor who believes doing good is good business.
Their values?
Tax efficiency, sound financial management,
they're more likely to give to community foundations or other umbrella non-profits.
What motivates the investor?
Tax and estate benefits, and advisor recommendations.
Cultivation tactics that would be successful with this particular donor,
would be to expose your prospect to your organizations financials.
Use numbers to demonstrate impact and efficiency, ask the investor for
feedback on your strategic plan, provide opportunities for
education around tax advantageous giving and finally get to know their business.
Understand and express appreciation for the link between its performance and
their giving.
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Next we have the Socialite, who believes doing good is fun.
Their values?
Having fun while doing good.
They're more likely to support the arts or collegian athletics.
What motivates the Socialite?
Leisure and entertainment, expanding their social influence, and networking.
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And finally help position the Socialite as a hero within their network,
provide them with opportunities or special access to take care of their group.
Next, let's examine the Altruist, who believes doing good feels right.
Their values, generosity and selflessness, giving is a moral imperative.
These individuals are most likely to support social causes.
What motivates the Altruist?
Empathy, personal and spiritual growth, wholeness.
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Since wholeness and spiritual growth are valued, make sure you seek to understand
the Altruist on this level, have conversations about it.
And finally don't lead with governance positions or volunteer opportunities
that are operational in nature, there not of interest to your Alterist.
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Don't lead with recognition or socialization around giving and
finally, find specific opportunities to honor or
memorialize individuals who are significant in the repairs experience.
Our final donor type is the Dynast, who believes doing good is a family tradition.
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Cultivation tactics for
your Dynast would include introducing them to leadership early.
They want to know and be known.
Acknowledge that they are well versed in philanthropy and
educate them around what makes your organization and it's mission distinct.
Also make certain to highlight your longevity.
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Don't over emphasize donor benefits or recognition.
Dynast grew up around philanthropy and
feel that everyone should give as they can regardless of financial means.
Highlight your organization's broad base of support, and
finally make every attempt to get to know their financial advisors.
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The simple question of why does someone give has been surveyed, researched, and
debated by many over a long period of time.
In all of the studies however,
there are a few basic concepts that have always held true.
When asked why they made a gift,
donors will often give answers of the following nature.
Someone I know asked me to give and I wanted to help them.
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As you review all of these responses it is important to consider the following,
people act from the heart not the head.
Yes your non-profit has to show that it's a good steward of donor money and
you need to impart where all that generosity is going.
But your appeal must contain more than numbers and pie charts.
Giving is a personal act.
Do you notice any common thread in the list of responses to the question,
why do I give?
They all contain the pronoun I.
The people you serve are important, but make sure to put the you and your,
ie, the donor and why he or she should care front and center.
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The active of giving is immediate.
Give your donors the opportunity to act here and now.
Your relationship with them will be long-term but
their willingness to give is now.
Let them act on it, primary among all of the reasons
someone makes a gift is the simple fact that someone asked them to.
Jason WohlmanAssociate Vice Chancellor for University Development
