Top 3 Reasons People Give

Dear Kim,

What have you found as the top three reasons people give to nonprofits?
—Almost ready for David Letterman

Dear Al,

Number 3: the cause itself

Number 2: the time was right

Number 1: the person was asked. All research shows that when people are asked to remember the last donation they made and why they made it, 85% of them will say, “Because someone asked me.” Only 50% of that group can remember the name of the organization they gave to, although 90% of them can remember something about the person who asked them, even if that person was a total stranger.