What Motivates Your Top Givers?

I usually don’t go to the bank to find out why people are motivated to give. I rarely, if ever, saw my mom (a good Scot, RIP) take money out of the bank. She was always putting it in and holding on tight to it, relishing compound interest. That’s when, way back in the last century (and this is true, kids), bank interest rates were running around 15%.
 
Well, to prove me wrong, the Bank of America and the Lilly Family School of Philanthropy teamed up to find out what motivates affluent donors to give away their money. The Sharp Group also provides a nice summary of the findings.
 
What was the #1 driver of donations?

Belief in the mission of the organization.

50% of affluent donors say that this is always their top reason. 38% say sometimes this is the reason they give.
 
When 88% of donors say belief in the mission is their top priority... 
believe them.
 
By the way…what is the mission of your congregation?
 
If you’re part of a church, you already have people there who believe in you and what you’re doing. But are you being clear about that mission? Are you passionate about what you’re doing and why you’re doing it? If not, this might be a good opportunity for you to figure it out. It’s too important not to know why you exist.
 
Other reasons why top donors (tithers) give:
 
#2. They believe their gift can make a difference. This is where storytelling is key. Tell your story of how you are changing your world, your community, and those within your congregation. Share stories in your newsletter, on social media, via snail mail, and in worship. Have several simple stories ready to tell when you have coffee or if you happen to chat with a stranger or run into a neighbor. We all want to make a difference. Be sure you’re telling your story of how transformation is happening through your congregation.
 
#3. So they can give back to the community. That old adage, “Think globally, act locally,” holds true. What is your congregation doing that impacts people beyond the walls of your church? Be ready to invite people to become invested financially with in a ministry that’s making a difference.
 
Surprisingly, tax advantages were not high on the list. That reason was smack dab in the middle of the pack at #6.
 
Want to see a complete list of reasons people give? You can access it here or check it out below.

The bottom line: for some people, the only way they want to make a difference is to financially support an organization. It can bring immense joy and meaning into their lives.
 
Do what you can and be as clear as you can about who you are, what your mission is, and stories of change that make our world a better place.
 
And guess what? Generosity will follow.  

Cesie Delve Scheuermann (pronounced “CC Delv Sherman,” yes, really) is a Stewardship Consultant for the OR-ID Annual Conference. She is also a Senior Ministry Strategist with Horizons Stewardship – helping with capital campaigns and encouraging more generosity. For 25 years, while working as a volunteer and part-time consultant, she has helped raise millions of dollars for numerous churches and non-profit organizations. She is a dog lover. If you are too, she wants you to hear the sweetest song: GoD and DoG.
 
You can reach Cesie at inspiringgenerosity@gmail.com, at CesieScheuermann.com, or at cesieds@horizons.net. Want to schedule a meeting? She’s got you covered!
 
Schedule a meeting now.
 
If someone has forwarded this to you and you would like to subscribe to "Inspiring Generosity," click here.  Miss an issue?  Click here.