Giving is powerful. But it's also complex. This presentation looks at some of the stats of the philanthropic sector as well as some science behind giving, fundraising, and marketing for causes.

1. The Science of Giving
Brady Josephson – Shift Charity

13. No 6 on Forbes’ Fictional 15 worth
$6 billion
Typical Forbes 400 has donated
1.1% of net worth to charity.
Scrooge is 55 here and dies at 75
so average of $4.4 M per year
But he says it includes back pay,
should’ve been giving since 40
Average per year should’ve been
$2.5 M per year
1st gift is $42M in 1843
= $1,100,000,000

14. Fair market value of scarf is not
more than 2% of donation or $50
Reciprocity - where people are more
likely to give after having received
20% of all giving occurs in
December
December 31st is the last day you
can give and get a tax benefit
December plays on the
goal-proximity effect (and guilt)
Asked in public around other
people applying social pressure
= $1,100,000,000

15. Giving is powerful.
Giving is complex.

19. Bureau of Economic Analysis

21. Giving USA

23. Charity Navigator

24. Giving USA, BEA, Various

25. Charity Navigator

29. Millennials will inherit $30 Trillion in
the next few decades.

30. Millennial Giving Characteristics
● Want to be more involved and included
● Want to use social influence and time
● Want to trust in the causes they support
● Want to give (time and money) with peers
● Want to see clear examples of how they are making a
difference by giving (time and money)
● Want to get something back for their giving (impact, access,
prestige, etc.)
● Want to support more organizations, and friends, in smaller
amounts

31. Millennial Giving Characteristics
● Want to be more involved and included
● Want to use social influence and time
● Want to trust in the causes they support
● Want to give (time and money) with peers
● Want to see clear examples of how they are making a
difference by giving (time and money)
● Want to get something back for their giving (impact, access,
prestige, etc.)
● Want to support more organizations, and friends, in smaller
amounts

32. Millennial Giving Characteristics
● Want to be more involved and included
● Want to use social influence and time
● Want to trust in the causes they support
● Want to give (time and money) with peers
● Want to see clear examples of how they are making a
difference by giving (time and money)
● Want to get something back for their giving (impact, access,
prestige, etc.)
● Want to support more organizations, and friends, in smaller
amounts

33. Millennials & Philanthropy At Work
Millennial Impact Report, 2015

34. Millennials & Philanthropy At Work
Millennial Impact Report, 2015

45. Science Magazine

47. Happify

48. Happify

49. Joseph Mixer
Why People Give
Internal
Personal or “I” Factors
● Acceptance, guilt reduction,
meaning/purpose, spirituality,
survival
Social or “We” Factors
● Status, altruism, power, family,
interdependence
Negative or “They” Factors
● Frustration, fear/anxiety,
complexity
External
Rewards
● Recognition, personal, social
Stimulations
● Human needs, personal request,
vision, efficiency/effectiveness,
tax deductions
Situations
● Involvement, peer pressure,
culture, tradition, role identity,
disposable income

50. Joseph Mixer
Why People Give
Internal
Personal or “I” Factors
● Acceptance, guilt reduction,
meaning/purpose, spirituality,
survival
Social or “We” Factors
● Status, altruism, power, family,
interdependence
Negative or “They” Factors
● Frustration, fear/anxiety,
complexity
External
Rewards
● Recognition, personal, social
Stimulations
● Human needs, personal request,
vision, efficiency/effectiveness,
tax deductions
Situations
● Involvement, peer pressure,
culture, tradition, role identity,
disposable income

51. Science of Giving: Experimental Approaches to the Study of Charity

55. Science of Giving: Experimental Approaches to the Study of Charity

56. Science of Giving: Experimental Approaches to the Study of Charity

57. Why People Don’t Give
1. Identifiable victim
2. Sense of fairness
3. Parochialism
4. Money
5. Diffusion of responsibility
6. Futility

58. Why People Don’t Give
1. Identifiable victim
2. Sense of fairness
3. Parochialism
4. Money
5. Diffusion of responsibility
6. Futility

59. Giving USA

61. Option A
Let me tell you about a young boy who dreams of becoming a doctor. A dream
that was taken away from him when a classmate punched him in the face
causing a traumatic cataract. He lost sight in one eye. A $150 donation today
can restore his sight and with it his dream.

62. Option B
This is Hery Moreno from Madagascar. He’s 10 years old and dreams of
becoming a doctor. A dream that was taken away from him when a classmate
punched him in the face causing a traumatic cataract. He lost sight in one eye.
A $150 donation today can restore Hery’s sight and with it his dream.

64. Science of Giving: Experimental Approaches to the Study of Charity

65. Why People Don’t Give
1. Identifiable victim
2. Sense of fairness
3. Parochialism
4. Money
5. Diffusion of responsibility
6. Futility

69. Option A
Your $70 donation today will support water and health
related projects around the world to help those who need
it most.

70. Option B
Your $70 donation today will provide clean water for 2
people for life living in the remote village of Sasiga in
Ethiopia.

72. Science of Giving: Experimental Approaches to the Study of Charity

73. Science of Giving: Experimental Approaches to the Study of Charity

74. Why People Don’t Give
1. Identifiable victim
2. Sense of fairness
3. Parochialism
4. Money
5. Diffusion of responsibility
6. Futility

75. Science of Giving: Experimental Approaches to the Study of Charity

77. Option A - Regular
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.

78. Option B - Seed
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.
A private donor who believes in the importance of the
project has given this campaign seed money in the
amount of $10,000.

79. Option C - Match
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.
A private donor who believes in the importance of the
project has given this campaign a matching grant in the
amount of $10,000. The matching grant will match every
dollar given by donors like you with a dollar, up to a total
of $20,000

80. Option D - No Overhead
Our goal in this campaign is to raise money for the
projects. Implementing each project costs $20,000. Your
tax-deductible gift makes a difference.
A private donor who believes in the importance of the
project has given this campaign a grant in the amount of
$10,000 to cover all the overhead costs associated with
raising the needed donations…

82. Science Magazine

83. Science Magazine

86. Rob Marquardt /FLICKR

89. Science of Giving: Experimental Approaches to the Study of Charity

90. Science of Giving: Experimental Approaches to the Study of Charity

91. Science of Giving: Experimental Approaches to the Study of Charity

92. Science of Giving: Experimental Approaches to the Study of Charity

93. Network for Good

95. Be A Better Fundraiser
I. Frame the cause in tangible ways
II. Use stories of (real) people
III. Avoid big stats and numbers
IV. Include specific information on people and programs
V. Encourage monthly donations
VI. Find matches for donations
VII. Get seed funding for projects
VIII. Get ‘overhead’ covered
IX. Let donors know the good they are doing (and that it’s good
for them)
X. Make it easy (and fun) to give

96. Be A Better Fundraiser
I. Frame the cause in tangible ways
II. Use stories of (real) people
III. Avoid big stats and numbers
IV. Include specific information on people and programs
V. Encourage monthly donations
VI. Find matches for donations
VII. Get seed funding for projects
VIII. Get ‘overhead’ covered
IX. Let donors know the good they are doing (and that it’s good
for them)
X. Make it easy (and fun) to give

98. 10 Tips To Be Great At Giving Good
I. Give more often
II. Give in smaller amounts
III. Give to tangible things
IV. Give in public
V. Give when your donation will be matched
VI. Give when your donation is at the end of a campaign
VII. Give when your donation is the first or at the start of a
campaign
VIII. Give when the ‘overhead’ is covered
IX. Give to cover the overhead
X. Give with no strings attached

99. 10 Tips To Be Great At Giving Good
I. Give more often
II. Give in smaller amounts
III. Give to tangible things
IV. Give in public
V. Give when your donation will be matched
VI. Give when your donation is at the end of a campaign
VII. Give when your donation is the first or at the start of a
campaign
VIII. Give when the ‘overhead’ is covered
IX. Give to cover the overhead
X. Give with no strings attached

105. Thank you!
#cguc2016