Understanding Donor Motivations in Charitable Giving
Intro
Charitable donations play a significant role in addressing social issues and supporting various causes. Understanding the motivations behind such donations can shed light on donor behaviors and attitudes, ultimately benefiting both donors and organizations seeking funding. This article delves into the psychological and demographic factors influencing philanthropy while examining how technology has altered traditional giving practices.
By exploring these areas, we aim to provide a well-rounded perspective on what drives people to donate. Recognizing these motivations can help charities tailor their campaigns and messages effectively, while also allowing donors to reflect on their own giving habits.
Overall, this exploration aims to reveal the complexities and nuances of charitable giving that often go unnoticed.
Strategies for Success
In the realm of charitable donations, applying effective strategies can enhance the impact of giving. These strategies assist both donors and organizations in achieving their goals in philanthropy.
Goal Setting Techniques
Clearly defined objectives can guide charitable efforts. Donors should consider what causes resonate most with them and set specific giving goals. Organizations, on the other hand, benefit from establishing measurable objectives to track the success of their fundraising campaigns. These goals can range from total fundraising targets to specific outreach or engagement metrics.
Time Management Tips
Time can often be a limitation for potential donors. To maximize contributions, individuals should prioritize engagement in causes they care about. This may involve setting deadlines for contributions, participating in fundraising events, or volunteering time. Organizations can streamline their processes, making it easier for donors to engage effectively and efficiently.
Productivity Hacks
Both donors and organizations can harness technology to improve productivity. Utilizing customer relationship management (CRM) systems can help organizations manage donor relations better. Donors can also use online platforms to automate their giving, ensuring consistent support without manual intervention.
Leadership Psychology Insights
Understanding the psychological factors influencing charitable giving can empower leaders within nonprofit organizations. This leads to more effective engagement with donors.
Emotional Intelligence in Leadership
Leaders who exhibit strong emotional intelligence can connect with potential donors on a deeper level. By understanding their motivations and concerns, they can tailor approaches that resonate. Successful fundraising often hinges on the ability to empathize with donors.
Effective Communication Skills
Clear communication is key. Organizations must articulate their missions compellingly, allowing donors to see the direct impact of their contributions. Engaging storytelling can foster a connection, encouraging larger donations.
Team Building Strategies
A strong team can sustain effective fundraising efforts. Organizations should focus on building diverse teams that bring various perspectives. Collaboration fosters creativity in campaign development and execution.
Personal Growth and Development
Donating isn’t just about giving money; it also involves personal growth. Understanding motivations can lead to a more fulfilling giving experience.
Mindset Shifts for Success
Many individuals may not view philanthropy as a priority. Shifting one's mindset to see charitable giving as an essential part of life can inspire a deeper commitment to various causes. This perspective change can lead to increased donations and engagement over time.
Self-Care Practices
Unique to charitable giving is the emotional weight that can accompany such endeavors. Donors should engage in self-care practices to maintain a balanced outlook. Regularly reflecting on motivations can help mitigate burnout and sustain enthusiasm for giving.
Overcoming Challenges and Adversities
Navigating personal challenges can impact one’s ability to donate. Building resilience through community support or professional help can foster a better giving experience, encouraging individuals to act despite obstacles.
Case Studies and Real-Life Examples
Examining real-life instances can provide valuable insights into donor behavior and motivations, showcasing effective strategies in action.
Success Stories of Entrepreneurs
Many entrepreneurs engage in philanthropy, often influenced by personal experiences or encounters. When they share their stories, it can inspire others to give as well. Noteworthy examples can create a ripple effect, encouraging further charitable actions within communities.
Leadership Lessons from Industry Experts
Industry leaders typically exhibit profound understanding of donor motivations. Their insights can help organizations refine their strategies to resonate better with potential supporters.
Business Turnaround Case Studies
Companies that have pivoted towards a social cause demonstrate the importance of aligning business objectives with charitable goals. Such case studies illustrate that incorporating philanthropy into core values can lead to enhanced brand loyalty and increased donations.
Prologue to Charitable Donations
Understanding charitable donations is essential for recognizing how individuals and organizations contribute to the betterment of society. This article seeks to illuminate the complexities behind the act of giving. Donations are not just transactions; they represent a meaningful relationship between the donor and the cause they support. Such connections can influence personal fulfillment and drive social change.
Philanthropy plays a crucial role in addressing societal challenges, influencing public policy, and enhancing community development. By exploring the motivations behind donations, we uncover the psychological, cultural, and ethical dimensions that drive individuals to contribute. The insights gathered will assist not only organizations in refining their fundraising strategies but also donors in understanding their altruistic tendencies.
Thus, the significance of studying charitable donations extends beyond the monetary aspect. It encapsulates a vast range of human behaviors, values, and social dynamics that shape our world.
Defining Charitable Donations
Charitable donations refer to the voluntary transfer of resources, typically money, to support a cause, organization, or individual in need. This fundamental act serves as a vehicle for delivering aid and fostering social good. Charitable giving can manifest in various forms, from one-time donations to recurring contributions, and can be directed towards nonprofits, community projects, disaster relief efforts, education, or health services.
Defining the scope of charitable giving involves recognizing its diverse nature and understanding the varied motivations behind it. Whether driven by personal conviction or societal pressure, donations can reveal the values that individuals hold dear. Importantly, the impact of charitable donations goes beyond immediate benefits; it shapes the fabric of society by addressing pressing concerns and fostering a culture of giving.
Scope of the Article
This article systematically examines the landscape of charitable donations. The scope encompasses an analysis of donor motivations, behaviors, demographics, and the impact of technology on giving practices. To provide a holistic overview, this article will cover several essential areas:
- Understanding Donor Motivations: We will investigate psychological drivers, societal influences, and personal beliefs that inspire people to give.
- Demographics of Donors: Age, income, and gender play critical roles in shaping giving patterns. We'll analyze how different demographic groups engage in philanthropy.
- Impact of Technology on Donations: The rise of online platforms and mobile applications revolutionizes how donors connect with causes, creating new opportunities for engagement and outreach.
- Challenges Faced by Donors: Navigating trust issues in charity organizations and coping with information overload are crucial themes that will be addressed.
- Effective Fundraising Strategies: Understanding donor psychology aids fundraisers in developing strategies that resonate with potential supporters.
- Case Studies: Successful campaigns will be analyzed to draw lessons on effective strategies and donor engagement.
- Future Trends: Emerging trends and global events' impacts on donations will be explored to anticipate changes in charitable giving.
By delving into these aspects, the article aims to provide a comprehensive guide that not only enhances understanding of charitable donations but also informs better practices for both donors and organizations. The insights gathered will offer pathways to more effective giving, ultimately aiming for a more generous and informed society.
Understanding Donor Motivations
Understanding donor motivations is crucial for analyzing the landscape of charitable donations. It allows organizations to tailor their strategies effectively and connect with potential donors on a deeper level. The motivations driving an individual to give can vary greatly and are shaped by multiple influences, including psychological factors, societal norms, and personal values. By unraveling these motivations, both nonprofits and social enterprises can enhance their appeal and engagement with various donor demographics.
Psychological Drivers of Giving
Psychological drivers play a significant role in why people choose to donate. Various theories in behavioral psychology examine what compels individuals to take action regarding charitable causes. For example, the concept of altruism is central; many donors experience innate desires to help others or contribute to their communities. Additionally, emotional triggers such as empathy can strongly influence donation behaviors.
Several psychological theories, such as the warm-glow giving theory, suggest that individuals derive satisfaction from the act of giving itself. This sense of fulfillment may lead to repeated donations, creating a cycle of philanthropy. Another driver is the desire for social recognition. Many individuals feel motivated to give as a means to enhance their social status or align with specific group values. Understanding these drivers can guide organizations in designing campaigns that resonate emotionally with potential donors, positioning charitable giving as a rewarding endeavor.
Societal Influences on Donation Choices
Societal influences significantly shape how and why individuals choose to donate. Cultural norms, social networks, and community expectations play powerful roles in shaping donation behaviors. For example, research indicates that people are more likely to donate when their peers are also engaged in charitable activities. This trend is often referred to as social proof; individuals want to conform to the behaviors of those around them.
Furthermore, public awareness of global issues, such as climate change or social injustice, often stimulates collective giving efforts. Campaigns that align with prevailing societal concerns can mobilize donors more effectively. Social media platforms also amplify societal influences by creating viral trends around specific charitable causes, encouraging others to participate. In essence, understanding these societal dynamics equips organizations with the insight needed to tailor their approach in advocating for donations.
Personal Values and Beliefs
At the core of donor motivations lies the influence of personal values and beliefs. An individual's upbringing, education, and life experiences shape their perspective on philanthropy. For many, religious beliefs strongly dictate their giving habits, as numerous faith-based organizations rely on congregants to contribute as a reflection of their values. Similarly, individuals who have encountered hardships may feel compelled to support causes aligned with their experiences, such as mental health or poverty alleviation.
Moreover, as movements for social justice gain momentum, many donors seek to support initiatives that advance equity and inclusion. This alignment between personal values and charitable giving fosters a sense of purpose in donations, transforming them into meaningful contributions rather than simple financial transactions. Aligning fundraising efforts with the values of potential donors can significantly enhance engagement and lead to long-term support.
"Understanding donor motivations not only drives successful fundraising strategies, but it also fosters meaningful connections between donors and the causes they care about."
Demographics of Donors
Understanding the demographics of donors is crucial in the landscape of charitable donations. This topic provides insights into who is giving, how much they are giving, and the factors that influence their giving behavior. By analyzing these demographics, charities and nonprofits can tailor their fundraising strategies more effectively, ensuring they reach the right audience with the right messaging.
Age Dynamics in Charitable Giving
Age plays a significant role in charitable giving. Different age groups exhibit distinct patterns in their donation behaviors. For example, younger donors, such as millennials and Gen Z, tend to prefer supporting causes that are aligned with their personal values. They often utilize online platforms to donate, reflecting their comfort with technology.
Conversely, older generations, like baby boomers, might emphasize traditional methods of giving, such as through direct mail or face-to-face solicitations. They may focus on established charities with a proven track record. This divergence in age-related giving habits highlights the importance of crafting targeted campaigns that resonate with each group's preferences. Here are key points regarding age dynamics:
- Younger donors value innovation and technology in charitable giving.
- Older donors often prefer established charities.
Income Levels and Donation Behavior
Income level is another important aspect when considering donor demographics. Higher income individuals generally have more disposable income to allocate towards charitable causes. However, this does not always mean they are the most generous. Wealthy donors may have specific passions that guide their giving but also often expect a higher level of involvement or recognition.
On the other hand, middle-income earners might donate smaller amounts, but their contributions can be significant when pooled together. Understanding these dynamics is essential for organizations aiming to develop effective fundraising strategies. Some considerations include:
- High-income households can provide large donations and major gifts.
- Middle-income or lower-income individuals might give more frequently but in lesser amounts.
Gender Differences in Philanthropy
Gender differences also significantly affect donation behavior. Studies indicate that women tend to be more generous than men in terms of donating a larger percentage of their income. Women are often motivated by social factors and the emotional impact of their contributions. They might focus on causes related to education, health, and community welfare.
Men, however, are often influenced by investment criteria and projected impact on society from their donations. They might prioritize causes that yield measurable results in line with their career interests or professional expertise. Recognizing these differences allows organizations to tailor their messages and appeals more effectively. Key takeaways include:
- Women typically donate a higher percentage of their income.
- Men are often influenced by measurable outcomes in their philanthropy.
Understanding demographics is essential for effective fundraising. Charitable organizations can only effectively engage with potential donors by recognizing the unique motivations and habits of different demographic groups.
The Impact of Technology on Donations
The integration of technology into charitable donations has transformed the landscape significantly. In recent years, we have seen a surge in online giving, mobile fundraising, and social media strategies all designed to enhance the connection between donors and causes they care about. This section delves into how technology shapes donor behavior and the overall fundraising environment, illustrating its relevance to the current charitable ecosystem.
Online Giving Platforms
Online giving platforms have revolutionized how individuals donate. Websites like GoFundMe, Kickstarter, and JustGiving allow donors to contribute funds conveniently from their homes. These platforms often feature user-friendly designs, enabling users to navigate the donation process easily. They provide essential tools for transparency, showcasing where funds go and how they are used. This information helps in building donor trust.
Many online platforms also support peer-to-peer fundraising, allowing individuals to create their campaigns and share them with their networks. This feature enhances engagement and broadens the donor base. Campaigns can be supplemented with visual aids like photos and videos, making the cause more relatable for potential donors.
Mobile Apps and Fundraising
The rise of smartphones has led to the development of various mobile apps aimed at fundraising. Applications such as PayPal Giving Fund or Charity Miles make it possible to donate with just a few taps on a screen. These apps often provide unique features, like tracking donations or encouraging users to reach specific fundraising goals. Many charities also use apps to promote events, spreading awareness and increasing participation.
Moreover, mobile payments make it easier for donors to give. Quick donation options are conducive to impulse giving, particularly during emergency campaigns like natural disasters. The simplicity of making a donation from anywhere contributes to increased charitable behavior among audiences.
Social Media Influence on Charitable Behavior
Social media has become a critical component for charitable organizations. Platforms like Facebook, Instagram, and Twitter allow for immediate sharing of fundraising campaigns. Users can easily reach vast networks, thus amplifying messages and encouraging action. This has changed how information about charitable causes is disseminated and consumed.
Social media campaigns often use storytelling to connect emotionally with potential donors. Personal stories resonate well, leading to higher engagement rates.
In addition, many social media platforms now feature built-in donation tools. This creates a seamless experience for users wishing to contribute.
"Social media has not only made giving easier but has also fostered a sense of community among donors and recipients."
Closure
Challenges Donors Face
Charitable donations play a significant role in addressing societal issues and supporting various causes. However, even the most well-intentioned donors often encounter obstacles that can hinder their giving experience. Addressing these challenges is crucial for both donors and charitable organizations. The success of fundraising efforts relies on understanding and alleviating these impediments.
Navigating Trust Issues
Trust is a cornerstone of charitable donations. Donors must feel confident that their contributions are being used effectively. Unfortunately, numerous cases of mismanagement or fraud in various charities have led to skepticism. Donors may question how funds are allocated and whether their money will truly make an impact.
To navigate these trust issues, transparency in financial reporting is essential. Charitable organizations should provide clear data on how donations are spent. Regular updates on projects and their outcomes can also help build trust. Independent verification by third parties or watchdog organizations can further assure potential donors about a charity's integrity.
Ultimately, fostering a sense of trust can lead to increased contributions and a stronger philanthropic community.
Information Overload and Decision Fatigue
In the age of social media and constant information flow, donors often experience information overload. They are faced with countless charities vying for their attention and support. This bombardment can lead to decision fatigue, making it challenging to choose where to donate.
To combat this, it is crucial for organizations to highlight their unique value propositions. A streamlined approach to information dissemination can also help. Clear messaging and easy-to-navigate websites can make it simpler for potential donors to grasp important details about the organization and its impact.
Creating personalized giving experiences can also alleviate decision fatigue. When donors feel their contributions align with personal values and interests, their engagement may deepen.
Ethical Considerations in Philanthropy
Ethics in philanthropy is a complex topic. Donors often grapple with moral dilemmas about what causes to support and how their funds might influence larger societal issues. For instance, donations can sometimes lead to dependence on aid or perpetuate systemic inequalities.
Being aware of these ethical considerations is critical for responsible giving. Donors should reflect on the potential implications of their contributions and consider whether they promote sustainable change.
Engaging with charities that focus on long-term solutions can help address these concerns. Charitable organizations that prioritize empowerment over dependency often align better with ethical giving practices.
In summary, the challenges that donors face, including trust issues, information overload, and ethical dilemmas, are significant factors that can shape their giving behavior. Understanding these elements is vital for both donors seeking to amplify their impact and organizations striving to cultivate lasting relationships with their supporters.
Effective Fundraising Strategies
Effective fundraising strategies are vital for charities and non-profit organizations. These strategies shape how funds are raised and allow organizations to maximize their impact. Understanding these strategies can enhance fundraising efforts, leading to greater contributions. The importance of these strategies lies in their ability to align the interests of donors with the missions of organizations. This section unpacks two key elements crucial for effective fundraising: understanding donor psychology and ensuring transparency in fundraising efforts.
Understanding Donor Psychology for Fundraisers
Understanding donor psychology is crucial for fundraisers. Knowing why individuals donate can improve fundraising outcomes. There are several psychological factors that influence giving behaviors. One significant factor is the emotional connection to a cause. Donors often respond to stories that highlight the impact of their contributions. For instance, sharing real-life examples can evoke empathy and encourage donations.
Another crucial element is trust. Donors need to trust the organization they are giving to. If a donor believes in the credibility of the organization, they are more likely to contribute. Clear communication about how funds are used can build this trust.
Additionally, social proof plays a role in donor motivation. Seeing others support a cause can encourage individuals to do the same. Fundraisers can leverage this by showcasing previous successes and testimonials from other donors.
Fundraisers should also consider the concept of reciprocity. When organizations provide value to their donors, they often feel compelled to give back. This can be done through regular updates on the organization’s activities or by providing resources that donors find useful.
Transparency in Fundraising Efforts
Transparency in fundraising is essential for cultivating trust and accountability. Donors seek assurance that their funds will be used effectively. Organizations that openly share information about their financial health and fundraising efforts tend to attract more donations.
Key aspects of transparency include:
- Financial Reporting: Regularly publishing detailed financial reports allows donors to see how their contributions are making a difference. Clear breakdowns of expenses help demystify spending and promote confidence.
- Clear Goals: Organizations should set clear, achievable goals for their fundraising campaigns and communicate these effectively. Donors appreciate knowing what their contributions are supporting.
- Feedback Mechanisms: Open channels for feedback help organizations understand donor concerns. Organizations can adjust their approaches based on this feedback, enhancing donor satisfaction.
- Impact Tracking: Demonstrating the results of donations is crucial. Utilizing data to illustrate the positive outcomes of fundraising initiatives can persuade potential donors to contribute.
Transparency fosters trust, which in turn encourages greater donor engagement and loyalty.
In summary, effective fundraising strategies combine an understanding of donor psychology with transparent practices. These elements not only increase the chances of achieving fundraising goals but also help maintain strong relationships with donors. Donors are more likely to engage when they feel informed and emotionally connected to a cause.
Case Studies: Successful Campaigns
Importance of Analyzing Successful Campaigns
Understanding case studies of successful charitable campaigns provides valuable lessons for nonprofits and donors alike. These studies illuminate the strategies, techniques, and narratives that resonate with contributors. They reveal how specific campaigns have mobilized large groups of people, catalyzed significant funding, and addressed pressing social problems. Analyzing these successful campaigns helps organizations shape their own strategies, mitigates risks associated with fundraising, and enhances overall effectiveness.
Such analysis can highlight several aspects, including:
- Engagement Strategies: Understanding how campaigns engage their audience can inform donor outreach programs.
- Effective Messaging: Learning which messages or narratives were compelling can help nonprofits frame their own initiatives.
- Utilization of Technology: Insights into how technology facilitated donations and campaign visibility can help organizations adapt to modern donation trends.
- Community Building: Successful campaigns often create a sense of community among donors, which can enhance loyalty and continued support.
Analyzing High-Profile Charitable Campaigns
High-profile charitable campaigns often serve as benchmarks within the philanthropy landscape. For instance, the Ice Bucket Challenge generated immense awareness and raised millions for ALS research. It captured the public's attention through social media, integrating fun with philanthropy.
Furthermore, campaigns like the Movember movement, focusing on men’s health, effectively combine social engagement with positive action. By encouraging participants to grow facial hair, they foster conversations about important health issues. Through strategic marketing and community involvement, these campaigns illustrate what works in fundraising.
Key factors that define these successful campaigns include:
- Clear Objectives: Setting measurable goals keeps campaigns focused and allows for tracking progress.
- Strong Partnerships: Collaborating with celebrities or organizations can amplify reach.
- Innovative Marketing: Creative marketing strategies engage potential donors effectively.
Lessons Learned from Successful Initiatives
Successful initiatives offer a wealth of understandings that can aid future fundraising efforts. One significant lesson is the importance of cultivating donor relationships. Initiatives like the Red Nose Day showcase how sustained engagement can lead to increased donor retention.
Moreover, transparency in financial reporting fosters trust. When donors see where their funds are allocated, they feel more confident and are likely to contribute again. This transparency is evident in campaigns such as Charity: Water, which has demonstrated its commitment to accountability by providing detailed reports of project outcomes.
Additional lessons include:
- Targeted Campaigns: Understanding the target audience is crucial for successful outreach and messaging.
- Storytelling: Authentic stories resonate with donors, making them feel connected to a cause.
- Leveraging Social Proof: Showcasing previous successes can encourage further donations.
Successful charities know that learning from past initiatives can guide future efforts and foster more profound connections with donors.
By reflecting on these high-profile examples, organizations within the charitable sector can apply these insights to enhance their strategies and adapt to ongoing shifts in donor behaviors.
The Future of Charitable Giving
Understanding the future of charitable giving is essential for anyone involved in philanthropy, from donors to organizations. As societal norms and technologies evolve, so too does the landscape of charitable donations. This section will highlight key elements, benefits, and considerations regarding the future of giving. We seek to address how emerging trends and global influences shape the motivations and behaviors of donors.
Emerging Trends in Philanthropy
Philanthropy is undergoing significant transformations driven by a range of trends. One notable development is the increasing preference for micro-donations. This approach allows individuals to contribute smaller amounts, but at scale, which can lead to substantial funds raised for causes. With platforms like GoFundMe and Kickstarter simplifying the donation process, there is broader participation in charitable initiatives.
Another trend is the rise of impact investing, where donors seek not only to give but to see measurable benefits from their contributions. This aligns with a growing awareness about responsible investing and accountability. Donors want to know that their money makes an effective and tangible impact on the intended cause.
Crowdfunding has also gained traction. Many individuals and organizations now turn to social media for fundraising. These platforms create a sense of community and urgency, encouraging spontaneous support. It fosters connections between the donor and the cause, enhancing engagement.
Finally, technological innovations, such as blockchain and artificial intelligence, are reshaping how donations are collected and tracked. These technologies can provide transparency to donors, ensuring their contributions reach intended beneficiaries.
Impact of Global Events on Donation Patterns
Global events dramatically influence how and why people donate. Significant crises, such as natural disasters, pandemics, or political unrest, often spur a surge in charitable giving. For instance, during the Covid-19 pandemic, there was a notable increase in donations to healthcare-related causes. People became more aware of the immediate needs of their communities.
Moreover, the global concern for social justice has reshaped donation patterns. Movements such as Black Lives Matter and climate action have encouraged individuals to support organizations that align with these causes. This new awareness leads to a more critical evaluation of where donations go. Donors increasingly seek organizations with transparency and missions that resonate with their personal values.
In summary, the future of charitable giving lies in its adaptability to societal needs and technological advances. Trends like micro-donations and impact investing show a shift towards more engaged and informed philanthropy. Additionally, global events bring to light urgent needs, thereby influencing donor behavior substantially. As we move forward, understanding these dynamics will be crucial for anyone involved in charitable giving.
End and Key Takeaways
Charitable donations have significant implications for society, individuals, and organizations. Understanding the motivations and behaviors of donors sheds light on how best to foster philanthropic efforts. The importance of this topic lies in its potential to reshape charitable landscapes, improve fundraising strategies, and ultimately, increase the impact of donations on communities.
Successful fundraising requires a nuanced understanding of psychological drivers, including the role of empathy, personal values, and social influence. Insights gained from this exploration highlight the need for effective communication of an organization’s mission. Clear messages can resonate with potential donors, making them more likely to engage in charitable giving. Furthermore, transparency in how funds are utilized fosters trust, a crucial component for the continued loyalty of donors.
The integration of technology into the world of charitable donations cannot be overlooked. Online platforms and mobile applications provide new avenues for reaching potential donors. As donors become increasingly tech-savvy, organizations must adapt their strategies to meet these changes in behavior. Understanding how social media influences giving habits can lead to a more effective appeal to a broader audience.
Summary of Insights
- Psychological Drivers: Understanding why individuals choose to give can aid organizations in tailoring their messages.
- Demographics: Analyses reveal how age, income, and gender affect giving patterns.
- Technology's Role: Online giving has transformed how donations are made and promoted.
- Challenges: Donors must navigate complex trust issues and information overload.
- Future Trends: Awareness of evolving trends in philanthropy can position organizations effectively for future challenges.
These key insights underscore not only the current state of charitable giving but also the transformative potential of informed approaches to fundraising.
Reflections on the Importance of Giving
Giving is a fundamental aspect of human behavior that cut across cultures. Philanthropy reflects shared values and a collective vision of a better society. Engaging in charitable acts promotes social cohesion, mutual support, and a sense of belonging.
Moreover, understanding donor motivations provides an opportunity for organizations to foster long-term relationships. Donors often feel a personal connection to the causes they support; thus, recognizing this emotional aspect of giving is essential for nonprofits.
