Why people give?
Why people give?
Jos Stelling told newspaper Trouw about his 40-year relationship with his beloved. A relationship based on friendship – perhaps the highest possible form of love – according to the interviewee. But as Jos continued talking about love he also said something that is a lesson to all fundraisers:
“All other deeds that seem loving often have an ulterior motive. I recently took a couple of steps backwards to give a beggar two euros. That may sound generous, but it is not at all, helping that beggar makes me feel good. Pure self-interest.”
People mainly donate to make themselves feel good
This is what I want to make clear to my professional colleagues during my workshops and training courses on fundraising. I could not have expressed this universal rule in fundraising better than how Jos did.
“Pure self-interest”
Your job as a fundraiser
I outline to students in my workshops their role as fundraiser: make your donors feel good. But how do you do that? It is important that you follow the following formula:
Ask – thank – report
- A good way of asking is by showing donors a problem that THEY can solve, not your organisation. Another life they can change for the better.
- Thanking the donor is done QUICKLY and above all personally and warm-heartedly.
- And by reporting back to them, you can show your donor the DIFFERENCE they have actually made in someone else’s life (again: not the difference your organisation has made, but the donor).
“Wow! Someone now has a better life thanks to me.”
Make your donor the hero of the story and make your donor feel good, which in turn makes them willing to give more.
A win-win situation
I always end my workshops with a slide showing a smiley. The text reads:
“You are in the business of selling happiness to your donors.”
Doesn’t this make your job sound so much nicer?
Fulfil this role and you will become a much better fundraiser.
Enjoy selling happiness.
PS I have a free Smiley badge for fundraisers who want to sell happiness to their donors. Just send me an email with your address details and I will be happy to send you a (free) smiley badge. Wear it with pride!
Read the (Dutch) article in Trouw here.
Bas van Breemen
Senior Strategist
