Every individual needs to feel that he or she is a worthwhile member of a worthwhile group. Another basic motivation to give is responsible concern for continuity. As one develops a case or proposal, one must put the emphasis on the needs that exist in society, not the emphasis on the organization's needs. When a donor's needs and society's needs are joined, an effective program has been developed. The donor's main motivation to give is the opportunity to reinforce his or her self im age as a person helping society.
Donors also think of their gifts as investments.
They want to know how his or her gift will make a difference, how it will provide a program that is not currently available, how it will help solve a problem that is important to them. In a research or academic library, we would emphasize the effect on society of the research being conducted with materials in the library. For all types of libraries we talk about people using the materials and how the information will make a difference to the world. We talk about the role of the libraries and the librarians making it easier for people to find and use information. We provide shared benefits and promote a vision of how their gift can make a difference.