There is an ever-growing body of research trying to determine why people give. Think of your own charitable giving and ask yourself what it was that enticed you to actually get out your credit card. Was it the way you were asked or who did the asking, the organization’s mission, their website, or possibly the picture of the sad puppy that tipped the scale? Whatever it was, chances are great that your response was driven by psychology. The reason that you responded may not be the same reason why your neighbor responded to the same appeal.
By learning the reasons why your supporters respond to your organization’s communication and appeals, you are better able to target your message. How do you do this most effectively and convert your supporters to donors? [More]