Surprising Psychology Behind Why Fundraising Thermometers Still Work + Helpful AI Boost
In The Fundraising Story Is A Mirror, Not An Exhibit, Kevin Shulman of the Agitator-DonorVoice writes about how to tell a complete story. One that fully connects with donor emotion, and allows them to see, feel and enact their values.
Rather than a narrative about the donor’s suffering, an effective story for fundraising purposes must empower the donor – so they can then empower the philanthropic beneficiary to overcome their struggles.
In my opinion, it’s an extraordinary article on multiple levels. So, please allow me to share my take-aways.
Use a donor-centered framework for fundraising storytelling.
You begin by thinking about how to draw the donor into the narrative. This starts with the best practice of all fundraising appeals: (1) describe a resonant problem; (2) offer a realistic solution, and (3) show the donor specifically how they can help.
- Resonant problems are those the donor will agree are challenging. What doesn’t resonate? Meeting your fundraising deadline. What does? Making sure 3-year-old Jimmy doesn’t end up homeless on the streets with his mommy.
- Realistic solutions are those the donor will find believable. What doesn’t resonate? Peeing in the ocean to raise the level. What does? Building rain gardens to reduce runoff that wastes water.
- Specific ways to help are those in which the donor can easily visualize how their money will be used. What’s ambiguous? “Help save the whales.” What’s clear? “$19/month provides satellite tags and drone equipment to save whales.”
Aim to tell a story that moves your reader from darkness to light.
Create an arc that centers on empathy, not voyeurism.
Don’t make the subject of the story a “poster child” for the suffering victim. This puts the donor at arm’s length. No one wants to get “sucked into” sadness. Rather than making them look away, center the narrative on the hopeful ways the donor can resolve the sadness.
The goal is not to emotionally drain the reader/listener.
It’s to connect on an emotional level, helping the reader/listener see their own needs reflected back. Help them imagine being in the subject’s shoes, how they might feel, and what they might want/need most. Then give them empowering options for creating the desired outcome.
FOR EXAMPLE:
The donor thinks: “I don’t have a child with cancer, but if my little boy were diagnosed I’d want a parent support group like this one.”
Or, “My home didn’t just burn down, but I can imagine how I’d appreciate emergency cash for food, clothing and shelter to tide us over.”
Ground stories in human psychology.
We know humans are on a constant quest for meaning. And it’s one of the prime drivers of philanthropy. In fact, becoming a “Greenpeace Activist,” “ACLU Guardian of Liberty,” or “ASPCA Hero” can become important parts of a donor’s identity.
How different folks identify depends on how they are “wired” emotionally.
Which is why the scientists at DonorVoice suggest framing narratives according to the “Big 5” personality model.
- Openness: Invites reflection, transformation, and purpose.
- Conscientiousness: Surfaces mastery, competence, and control.
- Agreeableness:“Reveals empathy, gratitude, and connection.
- Extraversion:“Brings out optimism, belonging, and shared energy.
- Neuroticism: Draws out vulnerability and emotional resolution.
When you discover the traits that dominate for your audience, you can craft your story accordingly – to make giving meaningful and rewarding for the donor. [Read the aforementioned article to grab interview tips that unlock different dimension of how people express meaning.]
Find and center the turning point.
Simply laying out a story of woe won’t drive donations. There must be a transformation. A chrysalis moment. The equivalent of a grounded caterpillar becoming a butterfly flying free.
TRUE STORY: When I worked at a social services agency, I often interviewed caregivers to find story subjects. In 9 out of 10 cases, all they related were a litany of trials and tribulations. I would listen, my heart growing heavier and heavier. Finally, I would ask: was there, perhaps, a transformative outcome? How did we help turn things around for this person? What restored their hope and set them free?
Consider what might lighten hearts.
Both the beneficiary’s and the donor’s. Donors find meaning when they can alleviate suffering and contribute to the turnaround. It gives them permission to hope, and agency to bring hope to fruition.
Open emotional doors.
This is where the “Big 5” personality model comes in to play. People with different traits pay attention to different things. The more you know your donors’ personalities, the better you can tailor your messaging so it resonates.
The key is whether you get the donor to open the door wide, or just a crack.
Just to be clear, everyone contains some of each trait. So, you can’t entirely miss the mark with your appeal (assuming you follow certain rules). But the wider you can get that emotional door open, the more likely you are to facilitate philanthropy.
FOR EXAMPLE: Let’s say you know most of your food bank audience breaks down into Conscientiousness and Agreeableness. You can craft two versions of your appeal to test against each other.
For a highly Conscientious donor:
“You know how much careful planning and follow-through matter—your gift today helps ensure every family who needs food receives it reliably, efficiently, and with dignity.”For a highly Agreeable donor:
“Your kindness can make sure no neighbor goes to bed hungry tonight—please give so every family feels cared for and nourished.”
One version communicates competence and focuses on agency. The other focuses on helping and connection.
Reflect the donor’s sense of self.
In the end, the most effective fundraising stories hold up a mirror to the donor’s inner world. They help people recognize themselves—their values, motivations, and sense of what matters—in the change you’re inviting them to make.
When that reflection feels true, giving becomes a natural expression of who the donor already is.
There’s been a bit of a backlash in the fundraising community about “donor-centered” fundraising. It’s not something I worry about. But, if you do, try centering the donor in this way. It helps them and you and humanity, simultaneously.
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Photo by Polina Koloveva on Pexels.
