Book Review: The Seven Faces of Philanthropy by Russ Alan Prince and Karen Maru File

The Seven Faces of Philanthropy by Russ Alan Prince and Karen Maru File is a wonderful book that will help you when strategizing how to approach benefactors for major gifts. Prince & File outline seven types of benefactors and their personalities and motivations. Once you understand a benefactor’s motivation, the better you can address their needs and communicate with them.

Communitarian – 26%
“Doing Good Makes Sense”
Communitarians have a strong passion for their community. If they are going to help, it is going to be local. They believe in neighbors helping neighbors and their success is connected to the success of their community. Normally, this personality would serve on your board and appreciates recognition.

Devout – 21%
“Doing Good is God’s Will”
A majority of a Devout’s giving is focused on religion. They look to help the less fortunate. Typically, they will not be interested in serving on your board or checking to see where their money was used. However, the Devout believe any gift should be treated the same – no matter how large or small.

Investor – 15%
“Doing Good is Good Business”
Although tax avoidance is a large motivator for an Investor, they also view philanthropy as a business relationship. They will thoroughly investigate an organization and want to see results from any organization they give to. Investors like formal recognition and are more likely to consider a planned gift.

Socialite – 11%
“Doing Good is Fun”
Socialites are hard to miss – they come in groups! They are motivated by events and enjoy getting their social network involved. Socialites should be recognized, especially among their social network. They will help with event planning and fundraising.

Repayer – 10%
“Doing Good in Return”
A Repayer gives as a response to having benefited from an organization’s service. Typically these are education or health organizations. They are not likely to get involved in the organization, but would like to know how their money is spent.

Altruist – 9%
“Doing Good Feels Right”
Altruists are internally driven to give to personally develop. They are sincere selfless benefactors. They do not seek recognition and normally wish to be anonymous. An Altruist is likely to respond to a direct mail appeal and will rarely serve on your board.

Dynast – 8%
“Doing Good is a Family Tradition”
Philanthopy runs in the family when it comes to Dynasts. They have watched their families invest and work with organizations, therefore, they are very careful when it comes to selecting philanthropic causes. They will go so far as to use outside advisors. However, younger generations may not follow their family’s traditional organizations.

How can you address the needs of these seven faces? For one, think of each benefactor as a mini-campaign, at least for major gifts. Customize your case and supporting materials to adapt to the personality of each benefactor. This will help you center your “ask” around the benefactor’s motivations and interests. Furthermore, make sure you consider all “seven faces” when sending direct mail appeals and other marketing materials.