Fundraising Friday: Lessons from The Seven Faces of Philanthropy

Do you ever feel like you're fumbling in the dark when it comes to understanding how people make giving decisions?

Yeah. Me too.

Fortunately, I discovered a book recently called, The Seven Faces of Philanthropy by Russ Alan Prince and Karen Maru File that's helped me better understand many of the different motivations behind why people give.

Written over 20 years ago, it's full of practical wisdom to help fundraisers meet people where they are by shining a light on how different people make giving decisions.

You should read it yourself, but in case you don't, here's a quick summary of each of the seven "faces" of philanthropy.

1. The Communitarian: Community Matters

Communitarians believe in the power of community. They're not just giving money; they're investing in their neighborhood.

Lesson: Show local impact.

Action Step: Highlight how giving strengthens the local community. Use concrete examples and metrics.

2. The Devout: Faith Drives Giving

For these donors, giving is a spiritual act. Their faith isn't just part of their life – it's the foundation.

Lesson: Connect to values.

Action Step: Frame your mission in terms of universal values like compassion, justice, or stewardship.

3. The Investor: Philanthropy as Strategy

Investors approach giving like a business deal. They're looking for returns, whether tangible or intangible.

Lesson: Speak their language.

Action Step: Be prepared to discuss outcomes, efficiency, and yes, even tax benefits. Treat them like the savvy investors they are.

4. The Socialite: Giving is a Social Activity

For Socialites, philanthropy is part of their social life. They love the networking, the galas, and often the recognition.

Lesson: Make it an event.

Action Step: Create opportunities for people to engage socially while supporting your cause. And make sure you spell their name correctly on all materials!

5. The Altruist: Pure Generosity

Altruists give simply because they care. They're often humble and more interested in results than recognition.

Lesson: Focus on impact.

Action Step: Share stories of lives changed. Show them the direct impact of their generosity.

6. The Repayer: Giving Back

Repayers give out of gratitude. Your organization or cause has touched their lives personally.

Lesson: Acknowledge the connection.

Action Step: Recognize their personal connection to your work. Show how their gift helps others in similar situations.

7. The Dynast: A Family Tradition

Dynasts come from families with a history of philanthropy. Giving is part of their family story and inherited identity.

Lesson: Respect the legacy.

Action Step: Look for ways to involve multiple generations. Help them continue and build upon their family's legacy of giving.

As with any list like this, there is always a risk of oversimplification.

People are complex with a variety of traits and motivations.

Most of us don't fall neatly into any one category. We're usually a mix, with one or two dominant traits.

The real lesson?

Get to know people as individuals.

Ask questions. Listen carefully. Observe giving patterns.

When you take the time to get to know people on a deeper level, your fundraising will be more personal and more effective.

This isn't about putting people in boxes – it's about understanding what drives generosity.

So ... the next time you're visiting with someone, ask yourself which one of the seven faces of philanthropy best describes their giving style.

And (perhaps even more importantly) ask yourself if there's anything different you need to do based on your answer.

Understanding why people give is not about raising more money – it's about building meaningful relationships that change the world.