by Steve Meier, Executive Vice President

Key to any successful fund raising campaign is finding the appropriate audience. Each of us has our own individual passions and fervent beliefs. Tapping into that innate wellspring of devotion with focused, strategically directed fund raising is critical in directing a nonprofit organization to its full potential.

Basically, the reasons people contribute may be as varied as the individuals and their own hopes and dreams. However, there are several points that consistently trigger people’s desire to donate to specific causes:

• being asked by somebody (simple, but direct)
• "giving something back" as a symbol of appreciation for their own success and good fortune
• helping those less fortunate
• loving the institution or community
• securing a naming opportunity for someone or something, which they value highly and wish to honor in a permanent way
• elevating their esteem among peers and within their community
• truly believing in the cause and wanting it to be successful
• bringing good will or good public relations to their company or organization
• doing something that will make an impact on a problem or topic
• having personal experience with a certain issue and, by giving, improve the experience for others through research, education, etc.
• having confidence in an organization and believing that their gift will be put to good use
• liking what an organization stands for, liking the people associated with it and by giving become part of that experience
• believing in the goals and purpose of an organization and wanting to help it succeed
• considering the tax incentives available
• wishing to set an example for others to follow.

As you can see, the reasons people donate to causes are many and varied. Consistent for all donors, though, is the desire to contribute to a cause or endeavor they perceive to be noble and altruistic. A nonprofit organization that has clearly defined goals and a well conceived mission that addresses the needs of the public or a specific group has the potential to achieve its objectives by reaching out to its potential, and often untapped, donor base.