Giving their blood, cash and time : what do the donors want out of the deal?

Non-profit organisations (NPOs) operate in an increasingly competitive environment and, as such are experiencing increasing reliance on marketing efforts to aid differentiation and facilitate the pursuit of charitable giving from the public. Marketers have a responsibility to fulfil their side of this exchange, not simply to take from donors but to also give them what they require in return. A greater understanding of the motivations of a donor base, the drives impelling donors to engage in giving behaviour, enables marketers to develop programs more accurately tailored to their specific motivations. Research has indicated that motives can differ across the three main forms of giving behaviour, that is, the donation of blood, money and voluntarism. It is useful to clarify the motivations underlying these different behaviours such that donors may be better understood. By highlighting the differences and similarities across motivations for different forms ofgiving, NPOs can seek to be more effective in their marketing efforts. Communication with donors based on enhanced understanding of their specific motivations and requirements can only increase the potential of non profit campaigns to be effective in encouraging ongoing donative behaviour and in developing mutual beneficial exchange relationships with donors.