<p style="text-align: center; ">作者：Linda Lombardi <br></h3> <h3>了解是什么激勵著捐贈者給你們機構捐款，這對你們和捐贈者之間關系的發(fā)展和長久而言至關重要。他們個人是否受到這個問題的影響？他們是否渴望找到回饋社區(qū)的方式？捐贈是他們家庭傳統(tǒng)的一部分，抑或他們是通過社交網(wǎng)絡了解到你們組織的？<br></h3><h3>捐贈者的8個捐贈動機
和1個不再捐贈的原因
捐贈者的動機是什么？
2017年，慈善捐贈首次超過4000億美元。那么是什么激發(fā)了捐款的熱情？答案是，捐贈的緣由和捐贈者個體一樣獨特和個人化。<br></h3> <h3>使命驅動
捐贈者找到你們非營利組織，是因為他們相信你們的使命。他們之所以追隨你們，是因為你們已經證明自己配得上他們的信任和奉獻。透明度和可靠性是其中的關鍵。因此，當你們說要做某事時，要信守諾言。
渴望有所作為
當捐贈者覺得他們的捐贈對改善狀況有直接影響時，他們會感到自己擁有力量。因此，你們應該與捐贈者分享他們的捐贈所發(fā)揮作用的細節(jié)。捐贈如何直接影響到你們組織所取得的成績，這方面的詳細信息能夠給捐贈者帶來信心。
個人滿足感
向慈善機構捐款能夠讓人感覺良好?？茖W研究已經證明，慷慨會刺激多巴胺，而多巴胺會在與快樂和獎賞體驗相關的區(qū)域產生類似的大腦活動。
家庭與教養(yǎng)
對許多捐贈者來說，慈善捐贈是他們家族世代流傳下來的傳統(tǒng)。而我們在年輕時學到的行為會一直伴隨我們到成年。
個人故事
捐贈是一種情感行為，人們更多地將其與個人故事聯(lián)系在一起，而不是與統(tǒng)計數(shù)字或寬泛的陳述聯(lián)系在一起。因此，你們應該在所陳述的事實和統(tǒng)計數(shù)據(jù)旁邊放一張人性化的臉，使其能夠觸及問題的核心。與你們的捐贈者分享這類信息，這樣他們就可以在個人層面上與你們的工作聯(lián)系到一起。
宗教信仰
每一個主要的宗教都教導善良的意愿、關心他人和慈善捐贈，而捐贈者也傾向于踐行他們所宣揚的東西。捐贈美國（Giving USA）2017年《關于宗教捐贈的特別報告》發(fā)現(xiàn)，62%的宗教家庭會向某些（宗教的或世俗的）慈善機構捐款。
社交網(wǎng)絡
社交媒體的力量，加上網(wǎng)絡捐贈的便利，促成了點對點捐贈的流行。人們越是看到他們的同伴參與到一項事由中，他們就越有可能也參與其中并捐贈。另外，參加社交化的籌資活動本身也很有趣。
稅收優(yōu)惠
2017年的減稅和就業(yè)法案（TCJA）將影響每個個人和組織。非營利組織正在關注標準扣除額的增加和取消個人免稅將如何影響慈善捐贈。雖然我們不知道這些變化會在幾年內產生持久的影響，但我們知道利他主義仍然是人們捐贈的一個驅動因素。<br></h3> <h3>而捐贈者停止捐贈的首要原因是……
他們不再認為他們（或他們的捐贈）對你們的組織重要。
改變你們與捐贈者之間的交流方式，不要僅僅只是在需要錢的時候，才想到去與捐贈者展開互動。你可以給他們發(fā)送一個籌資活動的進展報告，祝賀他們幫助你們達到籌資目標，確保他們知道，沒有他們的支持你們是做不到的。<br></h3> <h3>附:原文</h3><h3>Knowing what motivates your donors to give to your organization is vital to the growth and longevity of your relationship. Have they been personally affected by the issue? Are they eager for ways to give back to their community? Is it part of a family tradition, or did they learn about you through their social networks?<br></h3><h3>
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What Motivates Donors
In 2017, charitable giving exceeded $400 billion for the first time. What’s motivating this surge in giving? The reasons for giving are as unique and individual as the donors who give.
Mission-driven
Donors come to your nonprofit because they believe in your mission. They stay with you because you prove yourself worthy of their trust and commitment. Transparency and dependability are key. When you say you’re going to do something, be true to your word.
Desire to make a difference
When donors feel their gift has a direct impact on improving a situation, they feel empowered. Share specifics with your donors about what their gifts support. Detailed information about what you’re accomplishing as a direct result of donations gives donors confidence.
Personal satisfaction
Donating to charity feels good. Scientific studies have proven that generosity stimulates dopamine, which creates similar brain activity in the regions connected to the experience of pleasure and reward.
Family and upbringing
For many donors, charitable giving is a family tradition, handed down from generation to generation. Behavior learned at a young age stays with us into adulthood.
Personal stories
Donating is an emotional act, and people connect more to personal stories than statistics or broad statements. Put a human face on your facts and statistics, and get to the heart of the matter. Share that with your donors so they can connect with your work on a personal level.
Religious beliefs
Every major religion teaches good will, caring for others, and charitable giving. And donors practice what they preach. Giving USA’s 2017 Special Report on Giving to Religion discovered that 62 percent of religious households give to charity of some kind (religious or secular).
Social networks
The power of social media combined with the ease of online giving has contributed to the rise in popularity of peer-to-peer giving. The more people see their peers involved in a cause, the more likely they are to participate and donate. Plus, participating in social campaigns is fun.
Tax benefits
The 2017 Tax Cuts and Jobs Act (TCJA) will impact every individual and organization. Nonprofits are watching how the standard deduction increase and elimination of personal exemptions will affect charitable giving. Although we won’t know for a few years the lasting impact these changes will have, we know that altruism is a driving factor for why people donate.
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And the #1 reason why donors stop giving…
They stop thinking that they (or their gift) matter to your organization.
Vary your communications so that you’re engaging donors more than simply when you ask for money. Send an update on a campaign that congratulates them on helping you reach your goal. Make sure they know you couldn’t do it without them.
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