I’ve said many times in this column that organisations need to spend more time focused on understanding donor identity. What people are saying about themselves when they give is massively more interesting and significant than their motives for giving per se. As a sector we understand a great deal about why people give, but we understand very little about the identities individuals are articulating when they do so. Why does this matter? It matters because if you understand that someone is giving because they are a caring person, a moral person, a parent, a liberal, a patriot, an environmentalist etc, you can celebrate that identity and make the donor feel…

This is an F&P Member exclusive article.

Sign up for a 21-day free trial to continue reading

Or become an F&P member and get access to fundraising insights,

best practice, case studies, thought leadership and more.

Knowledge Hub Access

Exclusive Research and Benchmarks

Conference Discounts

Dedicated Member Care Manager


Learn more about our membership packages