Behind every donation is a story, a moment of connection, or a desire to make a difference. Understanding why people give is key to building strong, lasting relationships with your supporters. It also helps shape the way your nonprofit communicates, asks, and thanks.
While every donor is unique, they have common motivations. Here’s a closer look at what drives giving, and how your organization can respond in thoughtful, practical ways.
1. Connection and Belonging
Many Canadians give because they want to feel part of something bigger than themselves. Giving creates a sense of connection to a cause, to a community, or to a shared vision for the future. When donors see themselves as partners in your mission, they are more likely to stay engaged.
What you can do:
- Use inclusive language like “we” and “together” in your communications.
- Share stories that show how donors are part of real, lasting impact.
- Offer opportunities for supporters to engage beyond the donation (e.g. volunteering, events, updates, or feedback surveys).
2. Personal Values and Identity
According to Imagine Canada’s report on charitable behaviour, many donors give to causes that align with their core values. For example, someone who believes in social justice may prioritize organizations working toward equity, while others are drawn to causes connected to faith, culture, health, or environment.
What you can do:
- Be clear about your mission and values, and stay consistent.
- Segment your communications so donors hear about the programs that matter most to them.
- Acknowledge the values your donors are expressing when they give: compassion, generosity, legacy, justice.
3. Empathy and Emotion
People give when they feel something. Brain science shows that storytelling triggers emotional responses that drive action. A well-told story can activate empathy and help potential donors imagine themselves as part of the solution.
What you can do:
- Use first-person stories, quotes, and images that centre the people your organization serves.
- Keep impact stories grounded and human, not sensational or overly polished.
- Link the donor’s gift to specific, tangible outcomes.
4. Trust and Transparency
Canadians are generous, but they are also cautious. CanadaHelps Giving Report has found that transparency and accountability are key factors in donor retention. Supporters want to know their gift is being used responsibly.
What you can do:
- Share clear, concise impact reports and updates.
- Show how donations are used, not just how much was raised.
- Make it easy to find your financials, leadership info, and governance practices online.
5. A Sense of Urgency or Relevance
Donors are more likely to act when a cause feels timely. Crises, milestones, or matching campaigns often prompt giving. But even outside of urgent appeals, framing your work in a way that feels relevant to your audience’s life can be powerful.
What you can do:
- Tie your appeals to current events, seasons, or national observances.
- Use time-limited campaigns to drive action when appropriate.
- Make giving feel meaningful now, not someday.
6. Desire for Legacy or Long-Term Impact
Many donors, particularly older Canadians, are thinking about the legacy they want to leave. Giving is a way to extend their values beyond their lifetime. Planned giving is growing in Canada, but many charities still don’t talk about it clearly.
What you can do:
- Offer clear information about legacy giving, wills, and bequests.
- Highlight donors who have made planned gifts (with permission).
- Frame legacy giving as an accessible way to create enduring impact (not just for the wealthy).
Motivations Are Personal, But Strategy Matters
While giving is deeply personal, there’s a lot nonprofits can do to honour and support those decisions. By understanding what drives your donors, you can build trust, deepen connection, and raise more funds to support your mission.
Want to take it further? Test your messaging, learn from your donor data, and invite feedback. When you show up with empathy and intention, donors notice, and they’re more likely to keep walking alongside you.
Looking for support with donor insights, segmentation, or campaign strategy?
Book a free discovery call with us and find out how we can help you connect with the right donors in the right way.
