A charitable organization's purpose is more than words in a brochure. It is the most influential factor in motivating donors to give.

Gallup has found that 81% of donors -- U.S. adults who have donated to a charitable organization in the past 12 months -- say their belief in an organization's mission is a major reason why they donate to a charity. These individuals are also highly more likely to be fully engaged with an organization and are twice as likely to donate more to it in the next 12 months compared with those who say the mission is a minor reason or not a reason to donate.

The problem is that many charities aren't inspiring their donors to give. Gallup has found that 5% of American donors plan to decrease their giving in the next year. This finding suggests that billions of lost dollars in donations are at stake.

Though a compelling statement of purpose is important for motivating donations, knowing what an organization does and why is only one part of the donor equation. Donors must also believe a charity acts on its purpose. When potential or current donors see a disconnect between what an organization says it does and what it actually does, they are less likely to give to that organization.

More than half of donors (57%) also say that wanting to make a difference is a major reason they choose to give money to charity. Donors want to know who or what their donation benefits and how their contribution positively affects someone's life or the world.

A Strong Organizational Identity Attracts Donations

Gallup's analysis also shows that 54% of donors are highly motivated to give when they believe it is the right thing to do. Here, an organization's brand or service promise comes into sharp focus. When a charity has a stable and believable reputation, it becomes easier for donors to put their trust in it.

Mission Matters Most in Donation Decisions

"Please indicate whether each of the following is a major reason, a minor reason or not a reason why you donate money to a charitable organization."

Among the reasons that lead people to give to charity, a clear purpose and trustworthy brand or service statement generate the most goodwill. When donors feel they understand how an organization is spending their money, they are more likely to give to it. Just over six in 10 people (61%) say they are very likely to donate to a charity if they know what exactly their money is being used for. Similarly, 45% of people who believe an organization has a good reputation say they are very likely to donate.

Clear Purpose and Trustworthy Brand Inspire Donors the Most

"How likely are you to donate money to a charity under each of the following circumstances?"

And donors certainly do their homework. Half of donors (50%) conduct some research on an organization before giving it any money, while just over three in 10 (31%) say they do a great deal of research. These findings further reinforce the importance of a strong purpose and brand in attracting donations.

Bringing Purpose, Brand and Culture Together

The best-run charities understand their purpose is a promise to the people who benefit from and donate to the organization. Charities build great reputations by delivering that promise to users and donors every single time. To maximize donations, charitable organizations must ensure they:

• present a clear and consistent purpose

• create and act on a compelling brand or service promise

• communicate consistently

But charitable organizations cannot overlook another vital piece of their organizational identity: the culture they create for their employees and volunteers. They must ensure their purpose, brand and culture align. Alignment has incredible power. It means everyone -- from leaders, employees and volunteers to donors and members of the media -- will think and talk about the organization in the same way.

Culture acts as an operating manual for an organization, helping people understand how its work gets done. Culture is instrumental in attracting employees and volunteers who are passionate about an organization's purpose and who are inspired to deliver on its brand or service promise. For nonprofits, whose financial resources are limited, culture is a vital tool in recruiting employees and volunteers.

From http://www.gallup.com/businessjournal/193052/charities-strong-purpose-brand-attract-donors.aspx?utm_source=alert&utm_medium=email&utm_content=morelink&utm_campaign=syndication