Oct 27, 2009

Donor Motivations: New Study Out

I'm getting weary of studies that tell us what we already know: donor giving is down, foundations have less money than ever, and so forth.

But now, there's a recent study that helps nonprofits actually do something about their need to raise funds: It's from the Center on Philanthropy at Indiana University, and apparently for the first time, has correlated motivations for giving to income and education levels. It found, to quote their press release, that:

  • Among lower-income donors (income less than $50,000), the phrases that resonated as a motivation for giving were helping to meet basic needs or helping the poor help themselves.
  • Donors with income between $50,000 and $100,000 were more likely than donors in either higher or lower income groups to say that they gave to "make the world better."
  • Among donors with income of $100,000 or more, the phrases selected as motivations for giving included "those with more should help those with less" or "making my community better."
Here's the full press release.