Understanding Donor Needs: Generic and Duty
- Denice Diaz
- Sep 16
- 3 min read
Many not-for-profit organisations naturally build their fundraising around Quadrant 4: Generic and Duty. These motivations are the fundamentals of charitable giving. They are powerful and deeply rooted in human nature.
From a sense of responsibility to the need for belonging, Quadrant 4 drivers represent the base layer of giving. They keep supporters connected to a cause, often through community, values, empathy or duty.
At the same time, these motivations are also the most common. They form the foundation but rarely differentiate one organisation from another. To truly stand out, not-for-profits need to build on these fundamentals and also connect with motivations from the other quadrants.
Below are the six DonorDrivers that sit within Quadrant 4.
1. Delegating Responsibility
“I prefer to provide money and delegate the responsible choice to those who know what they’re doing.”
Some donors feel most comfortable providing financial support while leaving decisions to trusted organisations. For them, the value lies in knowing that capable hands are making the right choices on their behalf. This sense of stability is especially important in uncertain times.
Example: a donor contributing regularly to an aid organisation, trusting it to allocate resources to the areas of greatest need.
2. Belonging
“Supporting a cause makes me feel I belong to a community of like-minded people.”
Belonging is about building one’s identity through shared causes and communities. Supporting a cause creates a sense of stability, connection, and meaning. For some, the cause or community becomes central to their world.
Example: a donor who feels part of a global community by supporting a child sponsorship program.
3. Social Caretaking
“I feel a strong sense of social responsibility to care for our society.”
Social caretakers are motivated by fairness and justice. They believe a healthy society looks after its disadvantaged members. Their giving is often local and practical, though it can also extend internationally.
Example: tutoring a disadvantaged child or volunteering with a refugee relief program.
4. Heartfelt Opening
“If I see others suffering, my heart goes out to them and I feel compelled to help.”
Heartfelt opening is an immediate, emotional response to suffering. These donors feel a deep sense of empathy that moves them to act quickly and tangibly. Long-term commitment often depends on maintaining a personal and emotional connection.
Example: giving to disaster relief after seeing images of affected families.
5. Sharing
“Through my support for charitable causes, I also share my values with others.”
Sharing is a universal human instinct. It brings enrichment and strengthens community bonds. For these donors, giving is also about passing on values such as responsibility, humility, and gratitude to others.
Example: parents who involve their children in donating to teach them empathy and responsibility.
6. Fulfilling my Duty
“As a responsible adult, I feel it is simply my duty to help.”
Some donors give because they see it as part of their role in life. Motivated by duty, often linked to cultural or religious traditions, their giving is ritualised and consistent. The details of how funds are used matter less than the act of fulfilling their responsibility.
Example: donating regularly to a place of worship or to community collections as a part of family life.
Why Quadrant 4 Matters for Fundraising
Quadrant 4 drivers are the base of giving. They reflect the motivations that most organisations already rely on: belonging, empathy, duty, and responsibility. These are essential and effective, but they are also where most not-for-profits focus.
To strengthen donor engagement strategies, organisations need to build on these fundamentals by also exploring the other quadrants. That is where differentiation happens and where supporters are inspired to stay engaged for the long term.
Putting It All Together
Quadrant 4: Generic and Duty provides the foundation for giving. But to create fundraising strategies that are both effective and distinctive, not-for-profits must also consider the motivations found in the other quadrants of the DonorDrivers® framework.
Explore the other quadrants for a deeper dive into donor motivations:
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