Study of Profiles and Motivators of Donors of an NGO

Abstract

Non-governmental organizations (NGO) need funding to achieve their purposes. For this reason, it is necessary to understand the behavior of donors to achieve a more effective acquisition and retention of donations. Based on the theory of values, the main objective of this research is to identify the profiles of individuals who make donations of time and money to an NGO via the exploration of motivators and inhibitors to donate. A qualitative approach was used with a total of 22 participants in the city of Medellin. Group sessions and in-depth interviews were conducted with 19 donors of time and money between the ages of 18 and 30, as well as three in-depth interviews with experts. The results propose a value segmentation of three groups of donors: Altruists, Hedonists and Makers; mainly repre- sented by the values of “universalism,” “pleasure,” and “self-direction,” respectively. Although for all segments it is important to help those who need it most, the values expressed in the motivations that lead to donations vary from one segment to another. Knowing the different types of donors will allow NGO to generate actions to attract them and extend literature related to charitable behavior.