1. Start with Why Your Organization Exists

Your Case for Support should begin with a clear and compelling explanation of why your organization was founded and continues to operate. This is probably the most missed component that novice fundraisers will somewhat overlook and is an easy thing to fix. What specific gaps or needs does it address? What are the current circumstances of the constituency that you serve and why is this unacceptable? This foundational narrative sets the stage, providing donors with the deeper understanding and emotional gut-punch of the status quo. You are setting up your organization’s purpose and unique value in addressing very specific issues or challenges.

2. Feedback Indicates Confusion or Indifference:

Pay close attention to the feedback you receive from your audience. Are donors expressing confusion about what your organization does or the impact of their donation? Or perhaps worse, are they indifferent? Feedback, whether direct comments or gleaned through surveys, can provide critical insights into how your message is perceived…

1. Anchoring Bias:

Explanation: Anchoring bias occurs when individuals rely too heavily on an initial piece of information (the "anchor") when making decisions.

Impact on Donor Behavior: In fundraising, the first donation amount suggested can set the tone for subsequent donations. If the anchor is set too low, it may limit the donation size they are willing to give in the future.

1. Financial Transparency: This is often the first thing that comes to mind when we discuss transparency. Donors want to know where their money is going. Providing clear, detailed financial statements and reports helps ensure this. Take it a step further by contextualizing these reports - explain what these numbers mean in terms of impact and change.

In the early days, the most common forms of fundraising were face-to-face, often door-to-door, solicitation, charity balls, benefit concerts, and community events. This period marked the importance of personal relationships in garnering support for a cause.

Major gifts, often from affluent individuals or families, played a significant role, as they do today, and were often publicly recognized to inspire others to give. Stewardship was crucial, involving personalized 'thank you' messages and updates on how the funds were used, to nurture relationships with donors.

The Power of a Good Story:

In our data-driven age, it's easy to assume that compelling statistics and hard facts would be the most effective tools in persuading potential donors. While data indeed plays a crucial role in validating a cause and demonstrating transparency, nothing rivals a well-told story when it comes to stirring emotions and galvanizing people to support a cause.

Baby Boomers (born 1946-1964):

Baby Boomers, currently the generation with the most disposable income, are obviously a key demographic in fundraising efforts. Research shows that they donate generously, and their favored method of giving is often through direct solicitation from relationship building.

Understanding Charity:

Charity is like the immediate relief that quenches the burning fire of need. Derived from the Latin word 'caritas' meaning 'costly love', it is an instant response to address an immediate problem. This could involve providing food for a hungry family, clothing for the homeless, or funds for disaster relief.

1.The Feel-Good Factor: The Role of Oxytocin and Dopamine in Giving:

One of the key factors that motivates people to donate is the feel-good factor. Research has shown that the act of giving activates the release of feel-good hormones, such as oxytocin and dopamine, in the brain. These hormones are associated with feelings of happiness, trust, and social bonding.

1. The Role of Empathy:

Empathy plays a crucial role in emotional storytelling. According to a study by Small, Loewenstein, and Slovic (2007), people are more likely to donate when they can relate to the individual beneficiary's story, as opposed to being presented with statistical information about a larger group. Emotional stories allow donors to put themselves in the shoes of the beneficiaries, thereby eliciting a more profound response.

Giving and Happiness:

Numerous studies have shown that giving makes us happy. When we give, our brains release dopamine, a neurotransmitter that is associated with pleasure and reward. This creates a positive feedback loop that reinforces the act of giving and makes us feel good about ourselves.

That fear of being rejected and fear of being told our mission isn't worthy of support breeds anxiety around a one-on-one ask. And just like asking out your crush on a date, you can't win if you don't play!

Asking for money can always feel uncomfortable and awkward for any professional or volunteer, so here are some tips to help you reduce and eventually eliminate the anxiety of asking someone for money…

As a nonprofit fundraiser or philanthropist, the power of persuasive language cannot be underestimated. But what words are the most persuasive when it comes to motivating people to give to charity? Through a bit of digging through the research, we have identified some of the most persuasive words that have been proven to impact the decision to donate.

Fundraising can be an incredibly rewarding and fulfilling career, but it can also be challenging and demanding. Fundraisers are often under supported in their roles, and it's easy to feel burnout or compassion fatigue. One of the biggest challenges faced by fundraisers is staying consistently motivated over the long haul.

Remember that they are likely already giving - Giving to charitable causes feels good. Very good. In fact, so good that a majority of Americans do it every year regardless of income level. Six out of ten (or 60%) of American households participate in some sort of charitable giving annually, and giving continues to increase every year despite the pandemic. So don’t think in terms of “Will you give?” but rather “Will you give to my charity over the other charities in town?”.

So, what does this mean for our donor recognition efforts? Some basic principals of human psychology are at play here.