Out of the 7,106 worldwide participants in the 2018 Global Trends in Giving Report survey, about 1,049 hadn’t given to a charitable organization in the past year, and 52 percent of non-donors say that they do not plan on giving anytime soon. But why is that?
For nonprofit organizations, not receiving any aid or donations can make it very difficult for them to accomplish their missions or even continue operating. It might seem difficult, but any nonprofit can address these problems with diligence. If you’re affiliated with a nonprofit and want to get more people to give, here’s what you need to do.
The Top 5 Excuses for Not Giving
Everyone’s come up with an excuse to avoid giving money, objects, or their time before. The possibilities are endless. Thanks to the 2018 Global Trends in Giving Report survey, we can pinpoint the top reasons why people assert that they are unable to give. These are the excuses that people are giving the most:
- Lack of funds are often a big issue for consumers, with 42 percent citing this as their reason for not giving. People are going to put themselves first when money is tight. While this is understandable as an excuse, there’s also a way to address it. Instead of asking people for monthly donations, ask for a one-time donation. Even if it’s a dollar, accept it. Getting a bunch of little donations can definitely add up. If money isn’t necessary, also include an option for them to donate items (like old clothes) or their time through volunteering.
- While it may be a struggle to give funds, it might not be difficult to actually volunteer. About 20 percent of people say they volunteer in lieu of not donating while another 17 percent donate goods or services instead of money. When coming across this problem, you can often change the situation by providing more information about the situation and all of the ways in which they can help out.
- Unfortunately, many are untrusting of the intentions of an organization. That’s why 12 percent of respondents said that they do not trust organizations to spend their money well. When this happens, you can distinctly disclose where you plan on using the donation. This will help ease tensions and hopefully cause a donation to happen. You could even follow up a fundraising campaign afterwards with a detailed look at where all of the money and donations went, and how they had a positive impact. Showing the tangible impacts of a donation could also encourage people to donate.
- Some people want to spend the money on themselves, says Harvard Business School, but then there’s the others that would prefer to spend their money on family and friends. Around six percent of people are giving, but only to those they know. It’s hard to give when there’s no personal connection to the cause: this is called parochialism, according to The Balance. Tapping into someone’s empathy through an explanation why they should care is essential. In addition, establish lasting relationships with donors. Continue to follow up with them afterward, and they could become consistent donors.
- Then there’s the two percent who feel that their contribution won’t make a positive difference. Many feel that if they fail to contribute, that someone will do it in their place; this is dubbed the “bystander effect”. Give out a detailed outline of what you plan to do with their funds. When there’s an effective plan in place, people tend to trust more.
Ultimately, people want to know that your nonprofit organization is reputable and that their money or donations (if they can spare them) will go towards a good cause. In addition to the above steps, making an effort to demonstrate the legitimacy of your organization will increase the likelihood of frequent donations. Having a Commercial Insurance program specifically geared towards nonprofits will help potential donors to feel more at ease with your organization.
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