26 Oct Reasons People Give
27 October 2026
By David Allen, Development for Conservation
Write a better fundraising letter this week.
If you were talking to a single person with the idea that you were going to ask that person to give money, it stands to reason that you would not trot out all the possibilities and hope one of them hits home. It stands to reason that you would home in on the one or two things you believe might resonate most deeply with their interests.
The same logic holds true with groups of people – say the group of people who gave money last year, for example. It stands to reason that you would home in on the one or two things you believe might resonate most deeply with their interests – collectively. And if we believe that, then it follows that how we approach them – collectively – should tell us something about what we believe their interests are.
For example, if our approach to solicitation letters focuses on conservation easements or the healthful benefits of living close to a natural area or environmental education, well then it follows that we believe potential donors will be interested in conservation easements or the healthful benefits of living close to a natural area or environmental education.
The problem I see all too often is that our approach to solicitation letters does not focus on the reasons people give. At best they are shots in the dark, but worse is that they focus on the things WE are interested in but that are not motivating for members and donors.
Every year I open my mail from land trusts and read pleas to give because:
- We are celebrating our 25th anniversary, or
- Every dollar is matched by an anonymous donor, or
- We’re only $25,000 away from meeting our annual fundraising goal, or
- We are proud to announce that the Conservancy has received a $50,000 grant from the NRCS, or
- Giving monthly helps even out our revenue stream and helps us plan.
In the specific case of matching gifts, the match can be useful in incentivizing both the amount of the gift and the timing of the gifts. Matching gifts are not reasons people make the decision to give in the first place.
OK – if those are not reasons people give, what ARE reasons people give?
People give because they believe their contribution will make a difference – because they have an opportunity to make a difference.
People give because the organization’s values are aligned with their own.
People give because they feel valued – a valued part of a valuable effort (according to blogger Mark Phillips)
People give because they trust the people involved.
People give because in a world where the problems are so huge, giving locally and seeing local results feels good.
People give because giving is part of their social identity – they feel that they are growing, learning, and becoming better versions of themselves.
Can your fundraising letters do all that? Of course they can.
- Use stories instead of numbers,
- Pick someone from your target audience and write to them instead of writing to the faceless donor pool,
- Give donors the credit (This would not have happened without the land trust, and the land trust could not be here without your steadfast support – thank you) instead of chest thumping about the land trust’s accomplishments,
- Avoid pronouns that do not include the reader (primarily “we,” “us,” and “our”).
Want more specific ideas for writing appeal letters?
Need Help Writing Your Appeal Letter?
5 Editing Fixes That Will Make Your Spring Appeal Letter More Effective
The Hidden Fact That Will Change the Way You Write Appeal Letters
A Dozen Rules for Writing Better Fundraising Letters
A Dozen Rules for Writing Better Fundraising Letters – Part 2
Cheers, and have a great week.
-da
PS: Your comments on these posts are welcomed and warmly requested. If you have not posted a comment before, or if you are using a new email address, please know that there may be a delay in seeing your posted comment. That’s my SPAM defense at work. I approve all comments as soon as I am able during the day.
Photo by Veronika Andrews courtesy of Pixabay.
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