The Ask: A Study Understanding the Motivations of Major Giving Donors. The Best Strategies and Practices to Achieve Fundraising Successes in Small Charitable Organizations

Abstract

Most charitable organizations, almost 1 million in the United States, are considered small organizations because they have a budget of less than $50,000 (Statista Research Department, 2023). These numbers show the need for small charitable organizations to develop fundraising protocols, specifically major giving programs (Eisenstein, 2014; Faulk et al., 2021; Stahl, 2013). To create a well-established and sustainable major giving program, charitable organizations must understand the intrinsic and extrinsic motivation of donors (Andreoni, 1990; Breeze, 2023; Chapman et al., 2022; Drollinger, 2018; V. S. Harrison, 2018; Hether et al., 2014; Ko et al., 2011; Kumar & Chakrabarti, 2021; O’Reilly et al., 2012; Sargeant et al., 2006; Schervish, 2005). 

While numerous prior studies have been on donor motivation and major giving programs, the research on donor motivation when financially supporting small charitable organizations in the United States is still limited. This study was established to discover the best strategies and practices to motivate donors to give and determine the challenges donors encounter when giving to charitable organizations. The literature review revealed (a) donor motivation, characteristics, and traits; (b) fundraising methods; and (c) the donor relationship. This study implemented a qualitative approach that asked ten semi-structured interview questions to collect the best strategies and practices used by major donors when considering donating to charitable organizations. Additionally, this study examined the impact of the donor’s donation and recommendations for donors. The study’s results are intended to help fundraisers and charitable organizations understand the motivations of donors so that they can build fundraising programs, specifically major giving programs, that are donor-focused.