A new National Center for Family Philanthropy report authored by Betsy Erickson, Piyush Tantia, and Nicholas A. Tedesco finds that high motivation to give often is not enough to inspire donors to take action. Standing in donors' way? Ten common psychological barriers to giving.

The psychological barriers range from fear of judgment to overwhelming choices. While some of these barriers have always existed, the authors point out that many are heightened because of modern circumstances.

Modern Circumstances Influencing Donors' Decisions

  • More rapid wealth creation or inheritance, so donors have to face barriers simultaneously
  • Information overload makes reaching quick decisions more challenging
  • Donors face more requests for support because new technologies make it easier for a broader range of groups and individuals to contact them
  • Social media publicizes the actions of donors more widely, increasing judgments on philanthropic decisions

The report suggests that donors can overcome these barriers by analyzing the triggers through the lens of behavioral science.

5 Psychological Barriers to Giving

1. Too Many Choices

Many interviewees reported feeling overwhelmed by too many options, including pressure to establish a vision for their approach to giving and choosing among the world's wide variety of complex challenges.  

2. Burdensome and Tedious Tasks

For many families, giving is more complex than writing a check. They have to navigate compliance with various rules, track fees, and contend with a slew of other governance, people management, and legal needs. They may also be managing multiple giving vehicles.

3. Lack of urgency

Donors may feel hindered by the length of time required to see meaningful progress in a cause they care about, the lack of clarity of a specific solution, or the lack of having a solution at all. Of course, the longer a challenge is left unaddressed, the harder it is to solve.

4. Fear of attention and public scrutiny

Donors often fear being judged for the issues, communities, and partners they support, as these choices can be seen as a reflection of the donor's values.

5. The worry that you need to learn more to make good decisions

Donors have deep expertise, have had significant success in their fields, and are accustomed to feeling informed and empowered in their decision-making. It can feel uncomfortable then to make decisions about giving to areas that are unfamiliar, especially when the available information may be filled with jargon or there are experts with divergent views on the best strategies.

The report covers these five barriers and five others in detail, along with case studies, and solutions to overcoming the hurdles. Additionally, the authors recognize that different donors may face different challenges and provide a menu of options donors can use.

Download the full report Overcoming Psychological Barriers to Giving at the National Center for Family Philanthropy website.