The Decision to Give

Section 1: What Frames the Decision to Give?

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1. Fewer than 15% of association members have ever made a contribution to their professional
association beyond dues and fees
2. Association members are waiting to be askedthe right way!
4 of 5 member who have never gave say they never have been asked
Member satisfaction- not giving beyond dues- even among those who are satisfied, many have
not been asked
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All members are prospects
1. Regardless of age or career all members can be donors
2. Some associations are registered as a charitable organization and since most member services are
provided through due and fees- its very easy to overlook the need to give past dues and fees
3. Members like to connect their charitable priorities to their professional world- so by increasing
the professional affiliation that allows members to serve not only themselves but other as well
Section 2: The Study: Context and Framework
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Context and Framework
Linkage ability and interest- all three will cause someone to give

Linkage- their association

Ability- there wealth, age, and self-image background
Interest- are they driven to give or have interest in the company or cause

1. Research found that most donors do not maintain long-term giving patterns
2. People tend to give over time when they have a stronger affinity with the cause and the
institution
3. Regular interactions with donors will also help keep those patterns and giving going
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Who Gives?
1. 70% of American families give each year
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Why do donors give?
1. Material benefits can be a danger to donors because they tend to undermine self-attribution on
future helpfulness (Do I get value for money)

2. People are more likely to give if it will be publicized in some way AND when someone they
know asked them to give
3. When the giving is being observed by others people are more likely to give
4. On the other hand, some can be sensitive to all of these things and can turn them off to giving
Section 3: The Big Picture: Key Findings and Insights
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Who gives to Professional Associations?
1. Those with advanced degrees gave with greater frequency than those without for example
medical degrees who make up the most giving patterns
2. Older higher educated give more
See page 12-13 for graphs on why members give/ not give
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Why Dont They Give
1. Those holding medical degrees are twice as likely to be asked to give
2. Member who never have been asked to give is the leading cause of them not giving
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1. Non donors are satisfied members
2. The study shows that 2/3 of the members reporting the highest level of membership satisfaction
have not been asked to give
3. 2 out of 5 respondents would recommend that someone else join the association but have not
personally given to their association
4. Only 16% of association members younger than 32 have ever been asked to give to their
association
5. Only half of all board members and committee members had been asked
6. Members in other countries are asked even less then in the US
7. Members potential barriers to giving money see the first chart on pg15
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Association donor were twice as likely to pay for their own dues chart on page 15 and 16

Members employers will pay for dues and fees

Members themselves are likely to pay for giving

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1. When a member receives something like a dues renewal form, this give them the opportunity to
give. They are more likely because its efficient and convenient
See- Waiting to be askedThe Right Way page 16
2. Being asked by someone personal and by someone you know is the highest preferred option for
giving among the others listed in the chart on page 16
3. The lesson learned here is that association managers should use sophisticated targeted solicitation
patterns that seem to work for their membership

Depending on how old they are etc.

Section 4: Acting on this Research

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Strengthening Your Charitable Giving Strategy
Relationship Marketing

Developing long-term support relationships with members rather than expending all resources on
acquiring new ones
Members expect effective communication
Members expect reciprocal benefits from their support
They need to trust the institution that receives their support
Connect the cause that they care about to their professional world
Help our members realize their importance philanthropic interest to give back to their professionalso succeed at member retention

Moves management

By tracking all patterns of the donors activity, the organization can look and see what is the best
time to make the next move to ask for the next gift

See -Ask yourself these questions and 8 ways to increase members involve in Funding Page 20-21
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**All date in this book is cross-tabulated by two variables

Giving in the last 12 months

Giving at anytime