Atul Tandon, a veteran nonprofit marketer who has been instrumental in taking World Vision from a $350 Million dollar organization to over $1 Billion in annual revenue, once said, Donating is an irrational decision. And hes right. If you think about it, when you donate, you give money to an organization and receive no material benefit in return. In fact, in most cases the benefit usually goes to someone else.
But there is a benefit to the donor. That benefit, however, is much more difficult to define, and it depends on who the donor is and whats motivating them to give. Some give out of a sense or duty or responsibility. This is typical of the older generations of donors, while younger donors need to be inspired in order to give. They need to know that they will be making a difference.