Barna set out to better understand what motivates people to give to charities. As part of their study, they looked at U.S. adults whose annual income is $300,000 or more and asked them to reflect on their giving practices in 2021.
There were three notable patterns:
- They are aware of their influence—high-capacity givers feel a sense of responsibility for their wealth and want to steward their abundance well
- They are focused on the big picture and long term—they want to make wise financial decisions and make it a point to regularly evaluate their financial planning
- They see the spiritual dimension of their giving—many high-capacity givers desire to reflect and glorify God while also blessing others with their finances
Why This Matters
Many Christian high-capacity givers are guided by a desire to give back and serve God with their money. They are likely to see financial giving as a spiritual discipline, something that’s necessary to their spiritual walk.
It’s important for non-profit and organizational leaders to understand this group and tailor their asks accordingly. If a high-capacity giver cares about the vision and future of an organization, then don’t focus on the daily struggles of running a charity. Instead, talk about where you’re going, who will be affected, and how they can help you reach your goals.
From those surveyed, 75% say they were taught to be generous, while 50% have been the recipient of generosity. People in this group could be mentors and inspire generous activity in other groups, becoming a catalyst for action.
To learn more about what drives high-earners to be generous with their finances and consider how you can best connect with them and their mindset around giving, click here.
Photo from Canva.com