Why are Major Gift Donors More Committed to Your Cause? Their Social Status, in part.
There is an interesting study, summary published here, that finds those high in social status are naturally more trusting of others. Those high in social status also tend to be more affluent, be in a higher socioeconomic status and in general, be the types of donors you target for major giving.
They may also be, as it turns out, more inclined to trust you, your organization and your “pitch” simply because of their higher social status.
Trust, as we know from our research on Donor Commitment, a proven leading indicator of future behavior, is the coin of the realm, the ultimate goal and hallmark of a strong relationship. Of course many of these major donors were, at one point, “minor” donors and so the relationship development process, your effective stewardship from low dollar gifts to major gifts is the driving force behind those major gifts.
However, it does appear you have a bit of a head start, a leg up of sorts in establishing trust with potential major donors with high social status. They are more likely to have some baseline level of trust right out of the proverbial gate. We expect major gift officers will take every advantage they can get.
Behavioral Science Q & A
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