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Self-Study Guides
The Psychology of Giving

Introduction

An understanding of the psychological factors that motivate charitable giving can help resource development professionals identify and cultivate donors and volunteers more successfully. That is why this topic is one of the basic educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy.

In this guide, you will find an explanation of the basic needs that motivate people's actions and information on how these motivating factors may be applied in your relationships with colleagues, staff members, volunteers, and the public. This guide recapitulates material covered in "The Psychology of Giving," and points you to additional resources to help you gain yet more detailed knowledge of this subject.

Learning objectives

When you have completed studying this guide, you should be better prepared to:

• understand the factors that motivate individuals to give their time and money;
• apply Maslow's hierarchy of needs to the donor cultivation process; and
• relate the motivating factors for giving to the donor cultivation process used to attract philanthropic support.

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