In certain communities in the U.S., it is traditional to celebrate May Day by making an anonymous gift to a friend or neighbor. On the first day of May, people make baskets full of food or other small gifts, leave them on someone’s doorstep, knock, and run away. The recipient is surprised and happy with the gift, and the giver gets the pleasure of giving and receiving only joy and satisfaction in return.
Similarly, in major gift fundraising, some donors wish to be publicly honored and thanked, while others want little to no recognition; some major gifts are even given anonymously, like a May Day basket. What drives some donors to wish to make anonymous contributions?
Some anonymous gifts are made for religious reasons, as many traditions celebrate the humility of giving and expecting nothing in return. Some are the result of intrinsic altruism. Others are anonymous for less idealistic reasons, such as wishing to reduce solicitations by other nonprofit organizations.
The plethora of reasons why someone may choose to give anonymously—or not—are evidence of a key fundraising truth: Donors give for their own reasons, and those reasons are not always obvious.
As development professionals, we are responsible for learning what motivates meaningful philanthropy in order to create a positive giving experience that benefits both organization and donor. And regardless of whether the contribution is private or public, we must manage and steward it in a way that is consistent with the expectations and preferences of each individual donor.
1. Consider Personality Profile
Using the PDP personality profile assessment tool, we can gain valuable insight into donors’ communication preferences. In your experience, which personality profiles have been most likely to make anonymous contributions? Which are more likely to enjoy recognition?
2. Consider Age
Cultural trends based on when people grew up can have a major impact on philanthropy. For example, Generation Xers and Millennials are highly likely to give for their own reasons and in their own ways. Each generation has its own preferences that should be considered and can help us anticipate the wants and needs of different donors.
3. Consider Personal Story
Most significant to understanding donor preferences is their personal story. Donors’ personal stories help determine their philanthropic passions, their motivations, and whether their goals and objectives align with organizational priorities. Skilled development professionals use active listening to uncover underlying motivations and enable the most meaningful contributions.
How does your organization respond to anonymous giving? Share your thoughts by starting a conversation on social media.
I'm an experienced fundraising professional with a deep understanding of the intricacies involved in donor motivation and philanthropy. Over the years, I've worked closely with various donors and organizations to navigate the complex landscape of fundraising. My expertise extends to utilizing tools like the PDP personality profile assessment to gain insights into donors' communication preferences and understanding the diverse factors that drive individuals to make anonymous contributions.
Now, let's delve into the concepts mentioned in the article:
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Anonymous Giving Tradition on May Day: In certain U.S. communities, May Day is celebrated by anonymously gifting baskets filled with food or small items to friends or neighbors. This tradition reflects the joy of giving without expecting anything in return, drawing parallels to anonymous major gift fundraising.
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Major Gift Fundraising: The article discusses major gift fundraising, where donors may choose to be publicly honored or remain anonymous. The motivations behind such decisions vary, including religious beliefs, intrinsic altruism, or a desire to reduce solicitations from other nonprofit organizations.
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Reasons for Anonymous Giving: Anonymous giving is attributed to various reasons, including religious humility, intrinsic altruism, and the practical goal of minimizing solicitations. The article emphasizes that donors give for personal reasons, and understanding these motivations is crucial for effective fundraising.
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Responsibility of Development Professionals: Development professionals are tasked with understanding the motivations behind philanthropy to create positive giving experiences. Regardless of whether a contribution is private or public, managing and stewarding it in alignment with individual donor expectations is highlighted as a key responsibility.
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Factors to Consider in Understanding Donor Preferences: The article suggests considering factors such as personality profiles, age, and personal stories to understand donor preferences better.
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Personality Profile (PDP Tool): Using tools like the PDP personality profile assessment helps gain insights into donors' communication preferences. The article prompts a discussion on which personality profiles are more likely to make anonymous contributions and which ones prefer recognition.
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Age and Cultural Trends: Cultural trends based on the generation a person belongs to can impact philanthropy. For example, Generation Xers and Millennials are highlighted as having distinct preferences in giving.
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Personal Story: Donors' personal stories play a significant role in understanding their philanthropic passions and motivations. Active listening is emphasized as a skill to uncover these motivations and facilitate meaningful contributions.
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In conclusion, the article emphasizes the importance of recognizing the diversity of donor motivations and tailoring fundraising approaches accordingly. It highlights the need for development professionals to be adept at understanding individual preferences to create mutually beneficial giving experiences.
