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Understanding Donor Motivation

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Fundraising Principles for Faculty and Academic Leaders

Part of the book series: Philanthropy and Education ((PHILAED))

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Abstract

Research about philanthropy and charitable giving has expanded considerably in recent decades, and an area that has particularly benefitted is the study of donor motivations. Gifts often follow solicitations, but the solicitation itself is simply a culminating experience bringing donor interests and institutional needs together. This is especially true as the gift size increases. By recognizing the exchange of values that is at the heart of major giving and empathically focusing donors’ specific motivations and purposes, faculty and academic leaders can structure effective and authentic engagement strategies and gift discussions. Making a commitment to learn about a donor—including organizational foundation or company donor—before asking them to give also helps reduce the tendency to rely on popular beliefs or unfounded assumptions in predicting donor behaviors.

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Authors and Affiliations

  1. Lilly Family School of Philanthropy, Indiana University, Indianapolis, IN, USA

    Aaron Conley & Genevieve G. Shaker

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  1. Aaron Conley
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  2. Genevieve G. Shaker
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Correspondence to Aaron Conley .

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Conley, A., Shaker, G.G. (2021). Understanding Donor Motivation. In: Fundraising Principles for Faculty and Academic Leaders. Philanthropy and Education. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-66429-9_5

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  • DOI: https://doi.org/10.1007/978-3-030-66429-9_5

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  • Publisher Name: Palgrave Macmillan, Cham

  • Print ISBN: 978-3-030-66428-2

  • Online ISBN: 978-3-030-66429-9

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