6 Ways to Tap Into Psychology of Fundraising to Boost Participation

Fundraising is an incredible tool for nonprofits and community organizations, but it’s not without its challenges. You know better than anyone that you’re asking people to invest their hard-won dollars in your cause or organization. 

This begs the question: What motivates people to give? While 96% of people feel a duty to help others and give back to society, that message isn’t universally applicable to potential supporters who don’t have a committed giving practice.

Fortunately, understanding more about the psychology of fundraising can help you capture your supporters’ attention and increase their willingness to donate. Below, we’ve gathered six actionable tips that you can implement to connect with your audience and inspire them to support your incredible cause.

Use emotional appeal and tell stories 

Here’s a valuable statistic when it comes to your next fundraising letter or speech: People are as much as 22 times more likely to remember and respond to information presented in a captivating story versus just hearing simple facts.

When fundraising stories are engaging, they inspire emotions and empathy. And this can actually encourage neurological connections that improve information processing in the brain.

No matter how compelling your numbers are, it’s important to color in the lines with the story of your group. Who are the people involved, and what is your mission? These human details have the potential to lead your fundraiser to a happy ending. 

Foster trust 

If you want to connect with more risk-averse individuals, consider providing them with transparent information and simple, user-friendly giving practices. This includes: 

• Offering timely, understandable reporting on campaigns, budgets, and impact
• Using high-visibility opt-out procedures for recurring donations and communication
• Showcasing endorsements and backing by trustworthy partners or reviewers
• Knowing and sharing your overhead ratio and fundraising return on investment (ROI)

Leverage FOMO

FOMO, or fear of missing out, is a powerful trigger in a culture obsessed with sharing wins and adventures on social media. Appeal to supporters who are motivated by exclusivity, excitement, or prestige through: 

• Tiered donation levels with VIP benefits
• Exclusive content, events, or access
• Public showcasing of patronage 
• Luxury goods, services, and experiences within charity auctions 
• Backstage and insider tours

Make it easy and convenient

If asking for money is a hard sell, asking for time can be even harder. While nearly half of Americans value both equally, 42% prioritize time over money, while only 13% put money in their top spot. 

So, ensure your organization’s donation process is clear and simple, and rethink time-consuming fundraising campaigns (like door-to-door sales).

Consider boosting fundraising participation with easier, more manageable options like RaiseRight. Simply set up a free RaiseRight program where your supporters can shop online or buy gift cards for their favorite brands, like Walmart, Nike, Starbucks, and hundreds more.

Your organization receives a percentage back with every purchase, so participants don’t have to contribute out of pocket to support your organization. Participants can simply shop or dine as usual—all while earning money for your cause. It's a win-win! 

Offer a sense of belonging 

There’s no denying it—most people want to belong, feel a sense of community, and have commonalities that allow them to connect and feel secure with others. 

In fact, studies and observations of social dynamics within giving practices have shown: 

• People are more likely to give a higher amount after witnessing a large donation 
• Causes can gain donations by virtue of social media popularity or trends
• Donations are often inspired by situations or diseases encountered by loved ones

To foster a sense of belonging, host community events where supporters can meet, mingle, and discuss the importance of your cause. If your group isn’t active on social media, consider building a social presence to call out significant donations or fundraising efforts. Finally, communicate with your supporters—thank them and let them know they’re appreciated. 

Offer appealing rewards 

Receiving recognition for donating or seeing the results of fundraising efforts is certainly rewarding in and of itself. However, some people are extra motivated by a sense of friendly competition. By offering rewards for certain donation levels, you can further encourage participants to give to your organization.

When planning attractive incentives as part of your campaign, look for a mix of rewards not available on the open market, crafted specifically for your audience. Consider: 

• Trends
• Local opportunities
• Participant demographics

Finally, evaluate what resources and connections you can leverage to generate incentives through purchasing and in-kind donations. 

The winner in convenient fundraising 

Regardless of what tips you use, adding a passive, shopping-based program like RaiseRight offers participants a simple and convenient way to support your cause. With RaiseRight, fundraising is simple and seamless, and making an impact is effortless. 

Supporters can raise money by shopping or dining at their favorite stores and restaurants. It's easy to incorporate RaiseRight into everyday routines—just start with daily necessities like gas, groceries, and coffee. RaiseRight partners with hundreds of beloved brands, offering earnings up to 20% back.