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Yes, donating for charity should be an altruistic act ... but it usually isn't. To truly have a successful fundraiser, you need to understand and communicate the benefits of participation ... just like you do with a business. You see, most people are thinking, on some level, "What's in it form me?" (WIIFM) Sometimes the benefit is intangible -- that warm fuzzy feeling they get from being charitable. Sometimes its more concrete -- a nice write off for their taxes. Knowing about, identifying and speaking to a WIIFM will take you a long ways in recruiting volunteers, donators, sponsors, etc.