Oct
28

Bland Chicken, Billionaires and Bow Ties

Victoria Baxter

There is a lot of a conversation swirling around the Internet about the value of philanthropy and what motivates people to donate and how they like to make their donations. One of the most interesting is why Steve Jobs wasn’t a big philanthropic player, at least publicly, despite being worth billions. Chronicle of Philanthropy reporter Caroline Preston wrote that Jobs “found many things about professional philanthropy—the jargon, showiness and all the rich people who thought they could shake it up—distasteful.”

The always provocative blogger Seth Godin raised questioned about fundraising galas. Aside from a completely understandable criticism of the bland food that is served, Godin calls galas “corrupting” because people are driven by “social and selfish motivations to attend, and thus the philanthropic element of giving – just to give – is removed.” 

In addition, policy leaders are debating decisions that would have tremendous impacts on giving. President Obama has been calling for a limit to the amount that wealthy taxpayers (those making more than $200,000 a year) could write off in their itemized tax deductions – down from the current maximum of 35 percent. Studies range on the bottom line impact this would have on charitable giving, but charities would definitely take a fundraising hit.

Running through all of this is the question about what motivates people to give money to a cause. Having been in both the nonprofit and foundation sectors, I know it’s foolish to expect people to never have social or selfish reasons for giving. But is there an ideal mix of the social, the selfish and the self-less?

To me, it comes down to knowing your audience and finding the right ask, in the right venue (black tie or not), at the right time and in the right media.

The most effective charities are adept at knowing their audiences and building in multiple ways for them to get engaged. It’s not a coincidence that end-of-the-year appeals include information about tax deductions as a way of reminding people of this benefit. Some charities know that their major donors expect and like getting together for an annual gala. Some people (maybe even Steve Jobs) only give anonymously and don’t seek credit or an ongoing relationship. If you know your audience, you can adjust your strategies.

Michael Stopford

Executive Vice President and Senior Global Corporate Strategist

Brian Wommack

Senior Vice President

Lance Morgan

Chief Communications Strategist