Values and Motivations

Good Insights

Why do people do anything?

Self Actualisation

Personal growth andself fulfilment

Aesthetic Needs

Beauty / Know, understand, explore

Self Esteem

Achievement

Esteem of others

Recognition

Belongingness / Love

Friends / family

Safety

Security / freedom from fear

Physiological

Food / Water / Shelter

Self fulfilment needs

Psychological needs

Basic needs

Why do people give?

Tribal

Achievement

Pride & Esteem

Status

Completeness

Basic Emotional

More recent research

Guilt

Compassion

Belonging

Inspiration

22%

32%

39%

7%

Guilt

Compassion

Belonging

Inspiration

41%

20%

34%

5% Donors

Donors who do more

Our values drive everything

Sustenance InnerOuter

Values modes attributes

Showhome

Looking Good

Respected

Persona

Pleasure

Achievement

Visible Success

Material Wealth

Power

Healthy LifestyleLocal

Tolerant

Busy

Convenience

Bargain Hunter

Distracted

Speculate

Visible Ability

Sensitive

Good TimeHedonism

SpiritualismFun

Prudent

Impulsive Spender

Asocial

Romantic Love

Traditional Family

Budget Bedlam

Control Others

Luddism

Religious

Conformity

Discipline

Acquiescence

Non-reflective

Security

National Security

Distant

Insular

Wrong ClothesIndulgent Diet

Safety

RulesComplacent

Reserved

Honesty

Money Casual

Skeptical

Irresolute

Be Satisfied

Socialist

Passivity

Tradition

WYSIWYG

Coasting

Non-acquisitive

Independent

Adaptable

Universalism

Equanimity

No Sweat

Openness

JusticeEquivalence

Feeling Good

Self-efficacy

Boldness

Artisan

Cheerful

Exhilaration

AdventureNovelty

Beauty

Listening

Sexual Awareness

Tao

Self-direction

Financial Morality

Unplanned

CreativityGlobal

Ozone Friendly

Inquisitive

New Family

Caring

Loyalty

Benevolence

Self-choice

TV CasualNature

Shrewd

Solitary

Bodily Ease

Constrained Spender

Price Conscious

Modest Unease

Car Casual

Propriety

Stimulation

Sustenance Driven

Inner Directed

Outer Directed

Copyright Cultural Dynamics Strategy and Marketing Ltd 2009

The population is changing

Copyright Cultural Dynamics Strategy and Marketing Ltd 2009

0

5

10

15

20

25

30

35

40

45

50

1985 1990 1995 2000 2005

YEAR

PE

RC

EN

TA

GE

Inner Directed

Outer Directed

Sustenance Driven

VALUES

How does this affect us?

Inner Directed Outer Directed Sustenance

International (170) Training and employment (160) Ex-services (136)

Human Rights (164) Ethnic organisations (140) Maritime (123)

Overseas Aid (154) Deaf (124) Armed services (127)

Environment (144) Hospitals (119) Aged (118)

Cultural (131) Learning Disabilities (118) Animals (115)

Education (129) Blind (116) Hospices (112)

What does this mean for you

• Do you know why someone would support you?

• Do people give to you for the same reasons they campaign for you?

• Can you match your needs to their needs? And your values to their values?