If you work in the social good sector, and especially as a fundraiser, then you’ve heard about the psychology of giving a gift. Or, perhaps you’ve heard about donor psychology. Whatever the case, it is essential to tap into human psychology when fundraising. Fundraisers have heard about it, but they rarely get to learn about it. So, we’re going to do it right here in this article. Let’s dive into the psychology of giving.
Imagine a school fundraiser in which a young girl named Hailey is ready to participate. She goes home from school and empties out her piggy bank. What’s happening is that she feels a sense of purpose. She wants to support her school, and she’s ready to give her savings to help buy art supplies. Her parents listen to her proudly as she explains that she wants to donate because art is something she and her friends enjoy.
The Altruistic Impulse of Donors
The charitable impulse is at the heart of giving a gift. In short, it’s that innate desire to make a positive impact and make a difference. The fact is that altruism is a fundamental part of being human. As a result, feelings such as empathy, kindness, compassion, and, yes, social responsibility are hard-wired into what it means to be human. So, for charitable fundraising, highlighting human stories inspires people to support a good cause.
Social Influence
People are inherently social—even introverts. What we mean by that is that people and donors are influenced by others. So, how they behave is influenced by the social norms of their families, work environment, and community. All of this wrapped up is social influence. As a result, nonprofits can leverage social proof by sharing stories about their current donors and highlighting collective donor efforts.
Emotional Connection with Donors
If you’ve been fundraising for a while, then you know that emotions are essential to getting donors to donate. There’s a reason why the best fundraising campaigns add stats with emotion first. Giving a gift involves an emotional connection, first and foremost, with a cause. After, donors rationalize the gift. Nonprofits can tap into making the emotional connection by sharing compelling stories that bring out hope and gratitude.
Aligning Giving with Self-Identity
People give to causes not only because of altruism but also because it reflects their values. Perhaps as children, they were taught by parents to share and give to others. Along the way, they joined groups like sororities, where fundraising and social good are part of the program. For social good causes, organizations can develop bonds with donors and volunteers by creating a sense of belonging and engagement.
Cultivating a Culture of Appreciation
Finally, creating a culture of appreciation within and outside an organization is essential. In short, when donors and volunteers feel valued and appreciated, they will reciprocate. While saying thanks is a fundamental part of fundraising, you’d be surprised how often nonprofits forget that simple act. Nonprofits should make every gift—no matter how small—an opportunity to thank donors. By doing so, it creates a relationship built on mutual appreciation.
Making a Positive Difference with Donors
Every gift counts, and the idea of philanthropy begins with young children like Hailey. The concept of the psychology of giving a gift taps into the very essence of the attributes that make us human. In other words, understanding human behavior and psychology is a powerful tool for fundraising. So, fundraisers should seek to recognize behaviors and tap into strategies to help them raise essential funds for their causes.
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