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Abstract

The United States of America has a rich tradition in philanthropy. Originating with industry titans in the late nineteenth century and embraced by everyday citizens of today, nonprofit organizations benefit from individuals who volunteer their time, make financial contributions, or both. As evidence points to a new generation of donors who value volunteer involvement prior to making a financial gift, nonprofit organizations must employ specific strategies and tactics to cultivate their volunteers into financial supporters. Literature findings demonstrate that individuals are motivated to volunteer and give financially due to organizational efficacy, values, personal benefit, and reputation. Additionally, empirical studies show that stewardship systems, inclusive communications, an invitation for a financial gift, and thanking donors well are all important tactics to engaging volunteers into financial donors. This study takes both the motivations for volunteering and giving financially and tactics used by West Michigan nonprofits, and concludes with recommendations for implementation by grassroots nonprofits that are interested in cultivating volunteers into financial supporters for the long-term sustainability of the organization.

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