Types of Givers: Ideas for Engaging Different Donors

Abstract

How do people approach giving to charitable and religious causes? In studying answers to the question, we found that the answer is that there is no one way. Yet, it is not the other extreme either, and the oft-repeated phrase everyone is unique is not helpful. Between these two extremes is a balanced approach in which there are discernable types of givers, and these can inform donor communication. Through a national representative survey and follow-up in-person interviews, we learned from thousands of everyday Americans about the ways they go about their giving.