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FRAMEWORKS IN NMP 622DONOR BEHAVIOR AND
PREPARED BY: COLE REESE
5 NOVEMBER 2013
INTRODUCTION TO THE COURSE
Donor Behavior and Giving Methodologies analyzes the question, “why
do people give, and how do they go about doing it?”
The four overarching themes that are looked at throughout the course
• Assessing motivational factors in giving
• The principles and mechanics of giving options
• Defining the needs of the Donor
• Developing a gift proposal/going through the asking process
ASSESSING MOTIVATIONAL FACTORS IN
Related to this theme, NMP 622 looks at why donors give, and why do donors
choose not to give.
The readings and discussions explore the internal motivations of donors and
the external influences that affect giving.
One key learning related to this topic is Ken Burnett’s theory of the nine keys
to building a relationship (2002).
The importance of relationship building as an element of fundraising is
references several times though out the readings and discussion forums.
THE PRINCIPLES AND MECHANICS OF
The principles of giving is an overarching theme that not only touches
on the rational behind fundraising, but also the ethic surrounding
Proper stewardship of a gift and concrete ethics are key elements to
any successful development department.
A basic code of conduct, like the code of ethics adhered to by members
of the Association of Fundraising Professionals, is a invaluable part of
any development department’s foundation.
THE PRINCIPLES AND MECHANICS OF
GIVING OPTIONS (CON’T)
Mechanisms of giving cover two related topics: programs within a
development department and donation vehicles.
Standard programs within a development department are the annual fund,
major gifts/planned giving, and a capital campaign to fund special projects.
Donors in each program require different levels of cultivation, but they all
require some level of cultivation.
Standard donation vehicles include direct appeals, e-philanthropy, and in
DEFINING THE NEEDS OF THE DONORS
This concept closely relates to motivational factors and giving principles, but is
separated because of its emphasis on operations.
In addition to cultivation and recognition, donor’s also need basic physical
elements from a development department. Things like a tax receipt for their
finances, and an annual report to see how their gift is being used serve an
additional function to thanking the donor. These items help to illustrate that the
donor’s gift was received, allocated to the correct fund, and used in
accordance with the donor’s wishes.
If an organization cannot be transparent with their accounting, they are not
meeting the needs of the donor.
DEVELOPING THE GIFT PROPOSAL/GOING
THROUGH THE ASKING PROCESS
The process behind asking for a gift is just as crucial as the ask itself.
The work leading up to the ask, everything from the prospect research to
developing a gift proposal, is what ensures the fundraising is asking the right
person for the right amount of money at the right time.
Planning is critical because it makes sure the fundraiser is using their time
wisely, and the donor feels that the organization is taking their relationship
Not all people are comfortable asking for money, so it is important to practice
PRIMARY PROGRAM LEARNING
The primary program learning objectives that are covered in this course are:
#2: Demonstrate knowledge and awareness of the standards and codes of conduct
that are appropriate to professionals and volunteers in philanthropy and the
#5: Understand and adhere to the appropriate legal, financial, and ethical
frameworks under which nonprofit organizations operate and are regulated.
#7: Analyze, design, implement, maintain, and evaluate problems/solutions in
the key nonprofit functional areas including fundraising, planning, financial
management, board governance, volunteer management, and information
Burnett, Ken (2002). Relationship Fundraising. San Francisco: Jossey-Bass.