A recent email from Stanford Social Innovation Review highlighted a blog post from last spring that I'd missed. The entry asks a question that we all need to review once and a while: Why do people give to charity?

This question, and Sean Stannard-Stockon's response, embraces more than just the motivations of individual donors. They are motivations behind the most enlightened foundation and corporate giving programs too.

They come from the author's experience as an investment advisor, and are as follows:

• They embrace the facts and realities of the world rather than denying or avoiding them.
• They are spontaneous in their ideas and actions. 
• They are creative. 
• They are interested in solving problems; this often includes the problems of others. Solving these problems is often a key focus in their lives. 
• They feel a closeness to other people, and generally appreciate life. 
• They have a system of morality that is fully internalized and independent of external authority. 
• They have discernment and are able to view all things in an objective manner.

Sean summarizes the list by noting that this is a description of the very best philanthropists.

In the comments following the blog posting, one of the first observations is that the column failed to mention the tax benefits.

While I understand why someone might think that charitable deductions belong on the list, the comment also reveals that this particular reader has missed the point.

For example, In both his books, Good to Great and Built to Last, Jim Collins observes that great companies have a dedication to being the best in their business. While profit is important, it isn't the core motivation that makes a great company.

Likewise, while tax deductions may lower the cost of giving, deductions don't create passionate donors or motivate funders to make wise decisions.

People who raise money, whether from individuals or through grant writing, can benefit from a careful reading of this list.

Are your grant proposals attractive to people who are creative, who are interested in solving problems, who are discerning, yet also able to see the big picture?

As I read this list I feel that this would be an inspiring audience to write to; challenging, because they will ask hard questions and demand good answers. But you would also know that your best work will be appreciated.

Grant writers hear all the time that they need to focus on the donor's priorities and needs; focus on the funder's mission and how it might align with your organization's work. This list provides a way to think about funders that can help you look at your work from a funder's perspective.