It was in 1990 when James Anderoni introduced the “warm glow” giving theory that suggested when we donate to altruistic causes we get a warm and fuzzy feeling inside. From this research many over the years began to ask then, do people give for selfish reasons just to make themselves feel better? If they do, is that okay? Do happy people give more, because they were already feeling good? The list of research questions continues, and now informs, how organizations communicate with their donors to increase the amount raised in fundraising efforts. As the Development Director for Feast Down East, it is my job to connect with donors, so how do I decide what to say? What really DOES motivate people to donate to charity? Should I study all of the research, or lead from my own experiences?

Well, I fall for emotional marketing almost everytime—it is a running joke in my family how easily a good commercial can make me cry, then instantly lead me to researching the brand. It can be overwhelming though because marketing is all around us—literally everywhere we turn, someone is trying to harness our attention and support. Now that I am in the role of Development Director, I am paying more attention to the “feelings” that come up when I read all of the solicitations, subject lines, and see the photos. When I am connecting with the supporters of Feast Down East I want to entice the “warm glow,” and I want to experience the emotion of gratitude while conveying how much donations mean to our team, and the work we care so deeply about.

Feast Down East is celebrating 20 years as a nonprofit this year, and I first became connected with the organization over 10 years ago. I still remember the feeling of visiting the pop-up farmer’s market at the corner of 12th and Rankin St. I couldn’t stop smiling–the whole time! It was the vibrant colors of the fresh food, the enthusiasm of the team when talking about the farmers, and then the community members' joy of having the market in their neighborhood, that made me a superfan for life! From that day forward, I looked for ways to support the organization: whether being a CSA customer, donor, volunteer, or now as an employee.

As we enter into the “giving season,” I am feeling a “warm glow.” I am grateful for the meaningful work I get to do, ensuring we have a resilient food system for generations to come. I am SO grateful for the donors and funders who support this organization with time, treasure, and talent. I am grateful to all who see that Feast Down East is not just an organization with a mission statement, it is a connective tissue for our region. Food connects people. Food is nourishment. Food is community.

If you are needing a mood boost, reach out to [email protected] and I will share my enthusiasm for Feast Down East. As well as, how your contributions can make a difference in cultivating a resilient food system that supports farmers, communities, and our regional economy. We will all spend the season “feeling good” together. It’s a win-win-win for everyone!

By Rachel Bodkin-Fox | Development Director

Reference
Andreoni, J. (1990). Impure altruism and donations to public goods: A theory of warm-glow giving. The Economic Journal, 100(401), 464-477.