The Quest for Belonging - How the Most Effective Nonprofit Leaders Understand the Psychology of Giving

Discover the deepest reasons people give to nonprofits—and how fundraisers can tap into donors’ most potent motivations.

In The Quest for Belonging: How the Most Effective Nonprofit Leaders Understand the Psychology of Giving, Jeremy Beer draws from the latest social science to explain the primacy of identity—the need to know and affirm who we are—and belonging—the need to belong to something bigger than ourselves—as motivations for giving.

Beer argues that the better a nonprofit organization can speak to donors’ needs to construct and maintain an identity and to belong to something larger than themselves, the more successful the nonprofit will be in attracting supporters to its mission. He explains how nonprofit executives and fundraisers can effectively engage a donor’s identity and provide a sense of belonging in three powerful ways: by telling stories, by building genuine relationshi