Speak to the need

Philanthropy is an interesting phenomenon. It amazes me how generous people can be. In 2004 Americans gave over $240 Billion in philanthropic gifts.

I recently watched a popular news show that interviewed people who are literally giving their inheritance away. One person that was interviewed lived a very humble lifestyle by American standards, while giving away a good portion of his yearly income to worthwhile charities. Another young woman is really giving her inheritance away for the greater good.

People will donate most anything-money, their time, blood, their vehicle, jewelry or anything else that is perceived as useful or of value to another person or organization. Why do people donate? What is the motivation behind the gift? I am sure there are teams of sociologists at some institution of higher thinking trying to identify the motivators of giving. The funny thing about human nature is that what motivates one person may not motivate another person.

My very simplistic belief is that people give when they see a need and perceive value in giving to help alleviate that need. This is evident with the recent outpouring of donations for the Katrina/Rita hurricane relief efforts, and Asian Tsunami disaster relief. People could tune in to CNN or Fox News and immediately see the devastation, and decide how they would respond to the need.

According to the American Association of Fundraising Counsel "About 70 to 80 percent of Americans contribute annually to at least one charity. Being a 'philanthropist' does not merely mean making huge gifts; it means giving to any cause that you value." The majority of Americans see a need and respond through charitable giving. The charity of choice varies with each individuals belief system or desire to help a particular cause.

Does this need based giving also hold true for foundations and corporations? I believe it does. When presenting programs to corporate or foundation officers, speak to the need. Help them see the need clearly, and then demonstrate how their help i.e. charitable funds will work to relieve the need. Use statistical data and real life human stories to demonstrate the need. Make it clear and concise and you will have the advantage that motivates the majority of individual Americans to give.