Paypal vs Integrated Donation form

6 Reasons People Don’t Give More to Nonprofits

Peter Singer, one of the most famous and influential modern philosopher, argues quite convincingly that people have a moral obligation to give.

Singer is an interesting guy. He was named by Time magazine as one of the 100 most influential people in the world. His best known book, Animal Liberation: A New Ethic for Our Treatment of Animals, gave birth to the worldwide animal rights movement.

In his newest book, The Life You Can Save: Acting Now to End World Poverty, Singer uses ethical arguments, case studies, and examples of charitable giving to conclude that our response to need is “not only insufficient, but ethically indefensible.”

Peter-singer-nonprofit-marketing

He goes on to examine individual psychology and why it is that we don’t do more, citing six major reasons

Here are the reasons below, followed by 6 ways nonprofits can use these truths to inspire giving. 

The 6 Reasons People Don’t Give More

 

1. The Identifiable Victim

According to Singer, people are more likely to respond to the needs of a single, identifiable victim than they are to a large number of victims, or a general statement of need. This would explain why we are so willing to chase after lost miners or Baby Jessica no matter the monetary cost, but turn a blind eye to the unknown millions starving in the developing world.

 

2. Parochialism

People are more likely to help their family, friends, and community than they are to help those living far away.

 

3. Futility

People are less inclined to act if they feel that their contribution will not make a difference. Singer says, “in general, the smaller the proportion of people at risk who can be saved the less willing people are to send aid.”

 

4. The Diffusion of Responsibility

People are also less inclined to act if they feel that they are just one of many who are able to help. We assume, fairly naturally, that someone else will step up to the plate.

 

5. The Sense of Fairness

People are not inclined to act or donate funds if they feel they are unfairly carrying the weight and responsibility of a cause.

 

6. Money

“Money – or even being primed to think about money – makes people less helpful.” Thinking about money takes the attention away from those who might benefit from that donation, and can deter a potential donor from giving.

 

6 Ways You Can Use These Truths to Inspire Giving

 

Based on this psychology, which is backed up by case studies in Singer’s book and also here, there are specific things you can do in non-profit marketing to inspire people to give. Here are six key takeaways:

  1. Present people with a single and highly identifiable victim whom they can help.
  2. Try eliminating the distance and bringing the issue closer to home.
  3. Let donors know that each contribution, no matter how small, makes a difference.
  4. Instil a sense of responsibility: that each donor is responsible for contributing their part to solve the problem.
  5. Make donors aware that there are other donors, just like them, all doing their part to help.
  6. Focus your fundraising on the cause, not a monetary value, to inspire giving.

Download Your Free Guide on Choosing CRM Software for Your Nonprofit!

  • Hidden
  • Hidden
  • Hidden
  • This field is for validation purposes and should be left unchanged.

 

GET MORE CONTENT LIKE THIS DELIVERED TO YOUR INBOX!

Sign up for our newsletter packed full of nonprofit help!

  • Hidden
  • Hidden
  • Hidden
  • Hidden
  • This field is for validation purposes and should be left unchanged.
Scroll to Top

Premium Case Management Package

Take your program to the next level by integrating your fundraising.
Includes:

All Basic features:

  • Client profile & case intake definition
  • Complete case lifecycle tracking
  • Resource management
  • Service tracking
  • Email marketing
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support

All Standard features:

  • Specialized Case Management setup (configured for health & social services, transition & emergency shelters, hospice & palliative care)
  • Client registration & intake webforms

Plus:

  • Donor management
  • Donation webforms
  • Pledges & monthly donations
  • Automatic receipting
  • Fundraising campaigns
  • Event management

Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 13 concurrent users

Need more contacts, storage, or users? Just ask us!

Premium Memberships Package

Take your program further by integrating fundraising.
Includes:

All Basic features:

  • Manage member lifecycles
  • Member & membership tracking
  • Custom membership level definition
  • Email marketing
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support

All Standard features:

  • Membership registration webforms

Plus:

  • Donations & fundraising
  • Donation webforms
  • Pledges & monthly donations
  • Fundraising campaigns
  • Event management
  • Automatic receipting
Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 3 concurrent users
Need more contacts, storage, or users? Just ask us!

Standard Memberships Package

Membership purchases flow from your web forms, through payment processing, and into your database, so there's less effort and less errors.
Includes:

All Basic features:

  • Manage member lifecycles
  • Member & membership tracking
  • Custom membership level definition
  • Email marketing
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support

Plus:

  • Membership registration webforms
Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 3 concurrent users
Need more contacts, storage, or users? Just ask us!

Premium Donations Package

Manage complex donations for planned giving and larger gifts.
What's Included

All Basic features:

  • Donor & donation tracking
  • Email marketing
  • Fundraising campaigns
  • Pledges & monthly donations
  • Event management
  • Receipting
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support

All Standard features:

  • Donation webforms

Plus:

  • Grant Management
  • Major Gift Proposals
  • Prospecting
  • Volunteer Management with online signup

Includes: Up to 750 contacts; Up to 5GB of storage capacity (cloud-based); Up to 3 concurrent users

Need more contacts, storage, or users? Just ask us!

Standard Donations Package

Donations flow from your website forms, straight through payment processing, and to your database, so there's less effort and less errors.
What's Included
All Basic features:
  • Donor & donation tracking
  • Email marketing
  • Fundraising campaigns
  • Pledges & monthly donations
  • Event management
  • Receipting
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support
Plus:
  • Donation webforms
Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 3 concurrent users
Need more contacts, storage, or users? Just ask us!

Basic Memberships Package

Manage your members and membership campaigns, engage members, and increasing revenue.
Includes:
  • Manage member lifecycles
  • Member & membership tracking
  • Custom membership level definition
  • Email marketing
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support
Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 3 concurrent users
Need more contacts, storage, or users? Just ask us!

Basic Donations Package

Manage your donations and fundraising campaigns, engage donors, and increase revenue.
What's Included
  • Donor & donation tracking
  • Email marketing
  • Fundraising campaigns
  • Pledges & monthly donations
  • Event management
  • Receipting
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support
Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 3 concurrent users
Need more contacts, storage, or users? Just ask us!

Standard Case Management Package

Pre-configured client management modules fit your exact program and make your administration even easier.
Includes:

All Basic features:

  • Client profile & case intake definition
  • Complete case lifecycle tracking
  • Resource management
  • Service tracking
  • Email marketing
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support

Plus:

  • Specialized Case Management setup (configured for health & social services, transition & emergency shelters, hospice & palliative care)
  • Client registration & intake webforms

Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 8 concurrent users

Need more contacts, storage, or users? Just ask us!

Basic Case Management Package

Manage intake forms and client data securely so data transitions seamlessly from when a case opens to its close.
Includes:
  • Client profile & case intake definition
  • Complete case lifecycle tracking
  • Resource management
  • Service tracking
  • Email marketing
  • Reporting
  • Communication tracking
  • Workflow management
  • Quickbooks integration
  • Cloud-based access
  • Phone & email support
Includes: Up to 750 contacts; Up to 5GB of storage capacity
(cloud-based); Up to 3 concurrent users
Need more contacts, storage, or users? Just ask us!

Wait, don't go away empty handed.

Join 50,000 other nonprofits in getting the BEST nonprofit tips, tools, and how-to guides delivered right to your inbox!

Subscribe to our newsletter: