The Giving Journey: Guiding New Donors to Actualized Philanthropy

The field of philanthropy has primarily been built around the more tactical aspects and the how of giving while taking the why for granted. It has made the assumption that a purely rational approach (i.e., providing donors with more information or metrics) will unleash more giving, without exploring the often nonrational, psychological journey on which most donors embark. Understanding the inner layers of the journey to and through philanthropy—the why of giving that is influenced by a donor’s most deeply held values and beliefs—is critical for anyone hoping to catalyze more philanthropy, especially among emerging ultra-wealthy donors.