Your Donors Aren't 'In the Market'

I've been thinking a lot about what makes people give.

In marketing, we love to talk about consumers being "in the market" for things. We can spot the signals from a mile away. The late-night research sessions. The comparison shopping. The endless review reading. The way someone moves from awareness to consideration to decision.

But giving? That works differently. Rarely does someone wake up and say, "Today I'm going to research which charity deserves my money." Nobody spends weeks comparison shopping causes.

Instead, something connects. A memory. An experience. A moment that bridges your life to someone else's need.

The cancer survivor who becomes a passionate fundraiser for research wasn't "in the market" to give. The former teacher who supports literacy programs didn't comparison shop charities. The first-generation college graduate who sponsors scholarships wasn't targeted by clever marketing.

They were transformed by experience.

This should change everything about how we think about fundraising.

Look at how we treat commercial marketing. We've built entire industries around predicting when someone's ready to buy a car or sign up for a service. We track every website visit, every download, every interaction. We score leads, nurture prospects, and optimize conversion paths.

But when it comes to charitable giving, these traditional signals often miss the mark entirely.

Because giving isn't about being "in the market." It's about being moved to action.

Watch how it happens in real life. A grandparent learns their grandchild has autism - suddenly, they're deeply invested in supporting autism research. A business owner remembers their own early struggles - now they're mentoring young entrepreneurs. A pet owner loses their aging dog - six months later, they're volunteering at the animal shelter.

These aren't marketing qualified leads. They're humans carrying around experiences that make them ready to give - even if they don't know it yet.

So what does this mean for those of us working with nonprofits and charities?

Maybe we need to stop thinking about donor acquisition like we think about customer acquisition. Maybe instead of focusing on traditional marketing signals, we need to get better at understanding and connecting with people's stories.

Because here's the truth: Nobody was ever "in the market" for empathy. Nobody comparison shops for a chance to make a difference. They just need to be reminded of the story they're already carrying.

The best giving moments aren't manufactured - they're recognized. They happen when someone sees their own story in your cause. When their personal experience connects with someone else's need.

This isn't about creating better marketing funnels. It's about being present and visible when these moments of connection happen naturally. It's about helping people recognize their own readiness to make a difference.

Every major donor, every passionate volunteer, every monthly supporter - they're not just people who responded to marketing. They're people whose experiences prepared them to care deeply about specific causes.

They weren't in the market to give. They were simply ready to make a difference.