At the centre of every donor motivation lies one simple truth: the desire to give back. In the DonorDrivers® framework, this need is both universal and personal, shaping how people express generosity.

Quadrant 4 of the DonorDrivers® framework, Generic and Duty, represents the foundation of giving. From belonging and empathy to duty and responsibility, these motivations are the base of most fundraising strategies. Discover how they shape donor behaviour—and why not-for-profits must also look beyond them.

Some donors don’t just give for connection or excitement — they give for progress. Quadrant 3 of the DonorDrivers® Framework explores six motivations rooted in rationality, structure, and long-term change.