Habitat for Humanity

Research Friday: Why Do People Stop Giving?

Stephanie La Loggia, M.A.

Manager of Knowledge Resources
ASU Lodestar Center

Welcome to Research Friday! As part of a continuing weekly series, each Friday we invite a nonprofit expert from our academic faculty to highlight a research report or study and discuss how it can inform and improve day-to-day nonprofit practice. We welcome your comments and feedback.

As a charitable donor, I've become so fickle it's almost embarrassing. I like to be informed of what the organization is doing, but I don't want mail solicitations. I don't mind administrative spending, but I bristle at high fundraising costs. And I tell my students that I'll give to any of the worthy causes they pour their hearts into, but they have to ask me in person (not on Facebook)! That's my list, and you probably have yours — I say that because, as the research tells us, charitable giving is driven by a host of individual motivations and preferences.

When we investigate motivations for charitable giving, we aren't only concerned with what motivates a donor to write the first check to a charitable organization, but also what inspires them to become a regular, ongoing donor. An important aspect of this is the opposite question: why do people stop making donations?

In our recent Arizona Giving and Volunteering* research, we asked respondents if they could recall a decision to stop giving to an organization they had previously supported. A fairly high percentage — 30% — said yes. From a list of possible reasons, there was a clear number one answer: lack of connection. 65% said that the reason they stopped supporting the nonprofit was because they no longer felt connected to the organization.