Why People Don’t Give

Even in a bad economy, money is circulating. There are a lot of great causes that desperately need money. So why don’t people give?

Many reasons. But the top reason folks don’t write a check, according to fundraising professionals I ate lunch with on Tuesday, is because (drum roll, please) … they’re not asked.

I attended a luncheon for the local chapter of the Association of Fundraising Professionals (AFP) at the Jefferson Center in Roanoke. The speaker was Jeffrey Marks, president and general manager of WDBJ7, the region’s top media company and the local CBS affiliate. Marks spoke about philanthropy and related topics. When he asked what is the No. 1 reason why people don’t give, 20 veterans from the fundraising trenches, in unison, gave the above reply.

Is it really No. 1? I don’t know–maybe. But it has to be high on the list. It’s a no-brainer, really. How can people give if they’re not asked, or not asked on a regular basis? They can’t. Or won’t.

Something to consider as we begin a new year.


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