Do you know what’s ‘driving’ your best donors to donate?

Today, I’m going to share a simple method to do just that.

This way, you’ll be able to communicate with your donors more clearly… using language that appeals to them. And this will inspire them to donate MORE!

It will also help you focus your attention on your best potential prospects, so they can grow into your most committed donors.

The basis for this idea is a 2010 study by Hope Consulting.

It splits donors into six ‘Giving Drives,’ which inspire their giving. Each one of your donors, according to the study, fits primarily into one of these six donor drives.

  1. The ‘RePayer’ Giver.
  2. The ‘Make a Difference’ Giver.
  3. The ‘Personal Ties’ Giver.
  4. The ‘Outcomes’ Giver.
  5. The ‘Hashkafa or Social’ Giver.
  6. The ‘Casual’ Giver.

Let’s look at them one by one.

1. The ‘RePayer’ Giver.
He gives because you or your organization have impacted his life or the life of a loved one.

You can identify him when he says:

   “They are my top priority in tzedakah, they were mekarev me.”

   “If not because of this organization, I don’t know where my grandson would be today. So they get a larger part of my support!”

2. The ‘Make a Difference’ Giver.
She gives because she sees or feels that her donation makes a clear difference.

Or he gives to support a project or outcome that would not otherwise happen.

For example, the type of donor who offers a challenge grant, or who funds a scholarship or who gives to a specific project rather than a general donation.

You can identify them when they say:

   “I only give to organizations where I feel I can make a difference.”

   “I give to specific projects where I see my support is needed.”

3. The ‘Personal Ties’ Giver.
He gives because of the personal connection he has to the cause.

You can identify him when he says:

   “I’ve been learning with the rabbi for a year. He has a great project which I support”

   “A lifelong friend founded a kiruv project which I give generously to.”

4. The ‘Outcomes’ Giver.
He gives because your organization can show how it is generating measurable outcomes in its segment of the Jewish world.

You can identify him when he says:

“I give to projects where they are using my funds to impact more people.”

“I give to projects where they have a matrix mapped out for moving people in their Jewish observance.”

5. The ‘Hashkafa or Social’ Giver.
He gives because your organization is his hashkafa or a part of his social network.

You can identify him when he says:

   “We give to our shul and yeshiva.”

   “I support yeshivas; kiruv is important, but my priority is to support our own mosdos.”

   “We are a part of their committee along with all our friends.”

6. The ‘Casual’ Giver.
She gives because she is asked. Most, if not all of her gifts are on the smaller and medium size.

You can identify her when she says:

   “I primarily give to well-known Jewish organizations, when they send out a mailing.”

   “I give to their dinner each year.”

Your largest donors will mostly be the type 1 – 4, ‘RePayer’, ‘Make a Difference’, ‘Personal Ties’ or ‘Outcomes’ givers.

To make these donor drivers more real for you, consider: 

  • Which of your top 15 donors fit into which of the six drives?
  • Knowing their primary drives, make a brief note of how you will alter the way you solicit each of them next time.
  • When in a meeting with a new potential donor, take note of which donor drive he is. Tailor your language to appeal to this drive.

Doing so will result in a stronger connection between your supporters and your organizational mission.

Have a healthy winter! 

Avraham Lewis coaches Jewish leaders with not enough time, to simply raise more funds.

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