What is in this report?

Why do people choose to give to one charity versus another? This report summarize survey research uncovering the true drivers of fundraising success. It offers key insights for charities to follow. Learn about the importance of emotional connections, urgency, and solicitation. These three elements rise higher in importance than trust, efficiency, and functional content.

What are the 3 major takeaways?

1. Charities need to build awareness, familiarity, and a positive image, but this is only the ‘price-of-entry’ in attracting a donation and are not the main drivers.
2. The top emotional driver is creating a (perceived) sense of urgency to give. Urgency is what converts empathy into actions.
3. Charities need to solicit donations, 90% of donations only come because of solicitation.