Читать книгу Achieving Excellence in Fundraising - Группа авторов - Страница 89

Gift theory recognizes that giving gifts is a universal aspect of social human behavior, and, further, that receiving a gift generally prompts a social obligation to reciprocate in some manner (Adloff 2016). The gifts may vary greatly – they may include money or physical items; favors such as use of resources like a boat or equipment, helping with yard work or childcare, or preferential treatment; or appreciation expressed through a thoughtful note, loyalty, or even prayers. Thus, giving is rarely one‐way, but is instead a social exchange of some type. Many factors affect what is considered an appropriate gift: cultural traditions, the relationship and relative social status of each party, and time and place. These social considerations apply whether one is considering an initial gift, or a reciprocal expression (Adloff 2016; Mauss 1990). Breaking the social norm of reciprocity is viewed as a lack of appreciation and makes future giving less likely (Lindahl 2010). Gift theory tells us that giving results in reciprocal obligations, and that these create and maintain webs of both mutual interest and mutual responsibility (Gouldner 1960; Mauss 1990).

One implication of this theory is stewardship. Demonstrating to donors that their generosity is appreciated and impactful fulfills the expectations of reciprocity. When fundraisers acknowledge gifts and demonstrate stewardship, they are speaking to the social exchange aspect of giving, fulfilling the social norm of reciprocity, and maintaining a relationship of mutual interest (Alborough 2017). Gift theory explicitly recognizes the importance of relationship building in fundraising.

A second implication of gift theory concerns donor status. As noted by Lindahl (2010), “… making generous donations confers high status on the donor and benefits the recipient organization and the community at the same time” (93–94). The norms of reciprocity between peers suggest that the gift or favor eventually reciprocated should be of similar value. However, those of high status are often perceived as having higher social obligations to their communities (noblesse oblige), while those of lower status are required to reciprocate with their appreciation, which might take the form of loyalty. Thus, gift theory explains instances of conspicuous generosity, in which a person might give significantly to a cause to be recognized publicly as a member of a socially elite group.