Suggestion

Churches are among the most successful fundraising organizations in the world. Certainly religious conviction and the belief that contributions are mandated from God are powerful motivation for members to give. However, some churches give standard direction on what percentage of income is expected to be donated, and this is equally important in maximizing fundraising efforts. Can you imagine how much religious donations in these churches would fall if members were simply instructed to “donate generously”? Donations are maximized for three reasons: 1) donors believe in the cause, 2) expectations are fixed, and 3) giving becomes habitual.

Non-religious charitable donations would rise significantly if the same principles were put in place. Many people generally believe in “the cause.” The specifics may be different for each of us, but “the cause” is commonly centered around responsibility to give to others. The first principle is in place with many. However, most lack the fixed expectations and the giving habit. That’s what needs to be put in place, but for better or worse, non-profit organizations can’t set those expectations.

A while back my parents mentioned how they’d instilled these expectations on themselves by dedicating a fixed percentage of income, in addition to religious donations, to charitable organizations and efforts. My wife and I thought it was a fantastic idea and have since implemented it.

I’d offer up the same suggestion to everybody. Obviously, the percentage set aside will differ by person- that’s not terribly important. The important thing is to set our own expectation, and to make giving a habit.