Why Campaign Donors Give: Motivations, Persuasion, and the Principles That Drive Success
Capital campaign fundraising is more than just asking for money, it’s about understanding people. At its core, successful fundraising blends the science of strategy with the art of human connection. Whether you're preparing for a major gift solicitation or building long-term donor relationships, knowing why people give and how to inspire them is essential.
Three key areas to understand that can elevate your fundraising efforts:
Donor Motivations
Persuasion Tactics
Principles of Fundraising
Let’s explore them.
Donor Motivations: Why People Give
Understanding what drives a donor to give helps you tailor your approach and build lasting relationships. There are multiple schools of thought and labels for what we find to be four basic key motivations: benevolence, ego, legacy and peer pressure.
We think about these when advising our clients before a major gift solicitation. None are more noble than another; they are simply where the donor is coming from and hoping to accomplish by supporting your campaign. A donor’s motivations also may fall into more than one of them. Understanding the motivations and identifying how they influence a potential donor’s decision to support your project will help you develop the best solicitation strategy.
1. Benevolence
Some donors give out of a sense of duty or moral responsibility. They may come from a family of practiced philanthropists. They may have experienced something that inspires a responsibility to give. They believe in doing good for its own sake and supporting causes that align with their values.
When we know a donor operates out of benevolence, we emphasize community impact and the ethical importance of the mission, and we share stories that highlight how their gift makes a difference.
2. Ego
This giving is based on identity. It reflects the values and self-concept of the giver – whether it’s an individual, corporation or foundation. These donors want their contributions to be seen and appreciated. They give to make a personal statement or gain recognition.
Naming opportunities, public acknowledgments, and personalized communications that reflect their unique impact on the nonprofit and the community it serves are important to these donors. Working with them to understand their unique perspectives and how they align with your project can be a creative and exciting process for everyone.
3. Legacy
Legacy donors aim to leave a lasting mark. They may wish to memorialize a loved one or contribute to something that endures beyond their lifetime. They are driven to support efforts that resonate with their personal values and identity and that provide long-term outcomes and sustainability.
Memorial and legacy naming opportunities may be important to them.
4. Peer Pressure
Some donors give because others in their network are giving. They want to be part of a movement or align with their peers. They may respond to causes, events or campaigns that are capturing public attention. Your nonprofit’s public outreach and awareness building efforts will impact these donors.
Creating a sense of belonging, community support and endorsements are important aspects of reaching donors motivated by peers. A major gift or capital campaign solicitation made a by peer who has supported the effort will be critical.
Persuasion Tactics That Work
Once you understand donor motivations, the next step is to apply persuasion techniques that align with those motivations. Here are four classic tactics to consider:
1. Social Proof
People tend to follow the actions of others. Sharing how many donors have already contributed or showcasing business or foundation support can encourage others to join in. This is also where donor testimonials and corporate or foundation endorsements can come into play within your communications during a campaign. When you enter the public phase, think of social proof as that campaign progress thermometer or a list of current donors on your website.
2. Credibility
Donors are more likely to respond to messages delivered by trusted or respected individuals. We use this tactic often in capital campaigns. We strive for peer-to-peer asks for every solicitation. That peer, who has already given a personally significant gift to the campaign and knows the prospect as a family member, friend or business colleague, asks on behalf of the organization and creates credibility. You can also ask someone who has been impacted by your nonprofit to share their story in communications pieces or at events. Their credibility as a beneficiary of your mission enhances your message.
3. Scarcity
Limited opportunities create urgency. A decisive list of campaign naming options with many already taken or limited- time matching gifts create the feeling of scarcity that may drive donors to take action. People are often more motivated by the fear of missing out than by potential gain.
4. Liking
We’re more likely to be persuaded by people we like or admire. A positive relationship may influence us to agree with or say yes. Again, this exemplifies the importance of the capital campaign and major gift solicitation standard of peer-to-peer solicitations and personalizing your outreach.
Principles of Fundraising: What Makes It Work
Observing donor motivations and focusing on effective persuasion tactics take on new depth when joined with the timeless principles that serve as the foundation for effective fundraising.
First, people give to people. The most powerful motivator is a personal connection. Heartfelt, face-to-face education and cultivation (which can take place during a capital campaign planning study or systematic donor calls or meetings) tap into motivations like legacy and benevolence far more effectively than an email or letter. Knowing those motivations will be valuable when you reach out again personally to make the ask. Share your own story and how the donor can join you as part of the solution.
Next, people give because they are asked. It may sound simple, but many potential donors never give because they’re never asked. A direct, well-planned solicitation – for a specific amount or range during a capital campaign – is essential. Don’t wait for donors to come to you. Be proactive and intentional with your asks.
Finally, all donors deserve (and some want) recognition. Recognition isn’t just about responding to donors motivated by ego. It’s also about reinforcing all donors’ value and encouraging future support. Celebrate your donors. Whether it’s a thank-you note, a personal update call, a public acknowledgment, or a naming opportunity, make them feel appreciated.
Fundraising success comes from blending the emotional and strategic. It’s in understanding what motivates your donors and using thoughtful persuasion to inspire action. Whether you're appealing to a donor’s sense of duty, desire for recognition, legacy goals, or social alignment, pairing those motivations with the right persuasion tactics and principles can lead to more meaningful and effective asks.
Want to learn more about making a solicitation? Read more here. If you’d like to learn more about applying these ideas to your capital campaign, let us know. We’d love to chat about your project.
Melissa Sais is vice president and partner at Campaign Counsel.
