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What’s in a Name? The Ethics of Building Naming Gifts

Stanford Social Innovation Review

Naming gifts provide donors with reputational and market value , what legal scholar William Drennan refers to as “ publicity rights ,” and beneficiary organizations and their constituents with financial and mission-driven value. Charitable contributions driven by ethical egoism may provide the most benefit to the donor, however.

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The importance of expressing impact and gratitude in fundraising

iMarketSmart

The universal hero story (monomyth) progresses through four steps: The compelling donation experience includes these same steps. Biologists model reciprocal altruism with a game.[1] But it helps the other player more than it costs. 3] Both work by supporting reciprocal social relationships.[4] I am with them.

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How Enhancing a Donor’s Moral Identity Can Advance their Donor Hero Story

iMarketSmart

For example, it can enhance public reputation. More precisely, it’s a pro-social code.[3] 3] Pro-social actions benefit the group. This gift may be simply an individual helpful act. But it can help the group in another way. It can support a shared pro-social code.[4] 1] But fundraising can do more.

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How transactional donor relationships kill generosity

iMarketSmart

In a scale, it might look like this: Helpful reciprocity Loved one (lover, spouse, close family) Friend Teammate Colleague Neighbor Community member Transactional reciprocity Customer Merchant Stranger Harmful reciprocity Competitor Enemy Relationship signals are reciprocity signals. It’s saying, “We’re not here to help you!”

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What Dr. James means when he recommends you harness the power of storytelling in major gifts fundraising

iMarketSmart

The universal hero story, called the monomyth, includes specific steps. It promotes personal and social norms supporting a heroic response. 2] It might be external, public, and commercial. This helps because we know, intuitively, when a story works. This also helps appeal to the widest range of donors.

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3 Big Reasons Why An ‘Ask’ Is Mostly About Your Donor’s Hero Story (Not Your Organization’s)

iMarketSmart

This can happen with natural disasters or social and political events.[14] But increasing anger didn’t work if the gift just generally helped people. Does this mean that deadlines help? University of Tennessee at Chattanooga. [4] Public Administration Review, 80 (2), 294-304. [11] Columbia University. [12]

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Dr. James explains what happens when fundraising metrics go bad

iMarketSmart

But they aren’t helpful as a short-term metric to guide behavior. Now, suppose we’re managing a group of social media “influencers.” The social media manager then shares the best metrics for managing “writers” and their “output.” Metrics can help, but only a little. This social/sharing world has different rules.