With social media, content is everywhere, and it’s even more important than ever to find ways to cut through the noise and get donors’ attention. Luckily, there’s new research that can help.
At PhoenixFire, we are committed to using evidence-based approaches. The field of Donor Psychology might be relatively new, but it’s uncovering methods that can help encourage larger donations from your supporters.
Read on to learn research-backed tips that can help you increase your donations.
Storytelling as the Cornerstone of Nonprofit Fundraising
A well-crafted story is the foundation of effective fundraising. Nonprofits that tell authentic, emotional stories create a connection between their mission and potential donors.
Research shows that people are far more likely to respond to stories about individual beneficiaries than to abstract statistics. In fact, according to studies done by the Stanford Graduate School of Business, stories are remembered 22 times more than facts alone. If you want your supporters to remember you, a story is a powerful tool.
Here’s how to do it: Write a narrative that follows a clear arc and end with a clear call to action.
Your story arc should introduce the challenge, showcase the response, and celebrate the outcome. Potential donors should walk away feeling that their contribution will have a tangible impact, so end your story with a strong call to action (CTA) that directly ties to the narrative.
Use Donor Identity to Increase Generosity
Donors give not just because they believe in a cause, but because giving aligns with how they see themselves. Nonprofits can tap into this drive by framing their appeals around identity.
Research has shown that small shifts in language can significantly increase participation. Asking someone to “be a donor” instead of simply asking them to “donate” links donating to a person’s identity. This approach allows donors to see themselves as part of the solution, reinforcing their desire to make a positive impact.
With subtle shifts in your language, you might be able to influence your donors to increase their donation size as well with phrases like “generous donors like you.”
Identity can also leverage social proof, a principle that explains that we’re significantly influenced by those around us. When we feel we are part of a positive social group, we’re more likely to mirror the actions of that group. Therefore, nonprofits can celebrate donors as “changemakers” or “community heroes” to harness the power of social proof.
Personalization: The Power of “You”
Fundraising success often hinges on how well a nonprofit communicates with its audience. Personalization—particularly through the use of second-person pronouns like “you” and “your”—makes appeals feel more direct and relevant. For instance, “Your gift can change lives” is far more compelling than “We need help.” This simple linguistic shift draws the donor into the narrative, making them an active participant in the mission rather than a passive observer.
Personalization extends beyond language. Donors are more likely to give when they feel they are being addressed as individuals rather than as part of a faceless group.
Nonprofits can achieve this by segmenting their outreach and tailoring their messaging. A recurring donor might receive a message celebrating their continued impact, while a new supporter might hear about how their first-time gift is vital to achieving a specific goal. This targeted communication makes each donor feel valued and appreciated, building stronger relationships and encouraging larger contributions.
Use Visual Storytelling to Connect to Donors
In today’s digital landscape, visual content is essential to capturing attention and driving engagement. Research shows that when people feel connected to others, generosity increases. Therefore, for maximum connection, use Donor Psychology to source photos and videos that enhance connection.
Create the feeling of connectedness with photos and video clips that focus on one or two subjects rather than group shots. For greatest emotional impact, the focus of the shot should be on the eyes and face, with most of the frame taken up by the subject. Position the shot so the subject’s eyes are centered in the top third of the image in order to increase the connection between subject and viewer.
Once you have strong visuals that create a feeling of connection, write a matching CTA. Pairing visuals with strong CTAs along with links to donation pages or crowdfunding campaigns ensures that these stories not only inspire but also convert interest into action.
Conclusion: Building Long-Term Generosity
Fundraising isn’t just about raising money—it’s about building relationships. By using storytelling, personalization and identity-based appeals, nonprofits can inspire donors to give not only generously but also consistently. At its core, successful fundraising comes down to making donors feel connected to the mission and empowered to make a difference.
Nonprofits that prioritize these strategies don’t just secure larger donations; they create lasting partnerships with supporters. And in a world where generosity has the power to drive real change, these partnerships are the foundation for a better future.
Sources
1. Berger, Jonah. "How Nonprofits Can Encourage Donors to Give More." Harvard Business Review, November 2021. https://hbr.org/2021/11/how-nonprofits-can-encourage-donors-to-give-more.
2. Allen, S., PhD. “The Science of Generosity.” John Templeton Foundation. Greater Good Science Center, May 2018. https://ggsc.berkeley.edu/images/uploads/GGSC-JTF_White_Paper-Generosity-FINAL.pdf.
3. Classy. "The Guide to Nonprofit Storytelling." Accessed November 2024. https://learn.classy.org/nonprofit-guide-to-nonprofit-storytelling.
4. Nonprofit Fundraising. "Donor Psychology and Fundraising." September 29, 2022. https://nonprofitfundraising.com/donor-psychology-and-fundraising/.
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