The Essence of Donor Response

I was being driven through the North England countryside a few weeks ago when a friend asked me an interesting question. We were talking about donor behavior and response ( or should that be "behaviour" because I was in England?).

Anyway, he asked: "Why do you support the ministries you do?" I don't think I'd ever been asked that before but I heard myself giving a tidy three-point answer.

If you're a charity or ministry, I give to you because...

1. I believe, with some passion, that what you propose to do ought to be done.
2. I perceive that you are credible at getting it done.
3. You ask me to help and make it convenient for me to do so.

I could elaborate at book-length on the above three points. (Perhaps I will! It will at least become a white paper at some point.) In the meanntime, donor-based organizations would do well to keep in mind that prospective donors are applying this three-point test to them!