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…

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