Category: Resources

The setting in which a donor considers making a gift has a significant impact on their generosity, according to neuroscientist and fundraising expert Dr. Russell James.

In a Donor Participation Project session, Dr. James explained how nonprofits can use setting to encourage donors to give from their wealth rather than just disposable income. Dr. James said the abundance or scarcity of a donor’s setting influences how much they donate.

An opulent gala or donor reception puts donors in an “abundance mindset” where they feel more inclined to give larger gifts. In contrast, an event highlighting the organization’s frugality or limited resources puts donors in a “scarcity mindset” and makes them less generous.

Orchestrate an abundant atmosphere.

The gift type a nonprofit requests also matters. Asking for and sharing stories of donors giving non-cash assets like stocks or real estate introduces the idea of donating wealth. Once donors consider their wealth as “donation relevant,” Dr. James has found their giving dramatically increases, both immediately and for years to come.

While many fundraisers focus on raising cash donations from a donor’s disposable income, the setting of encounters with donors and the types of gifts requested significantly impact the potential lifetime value of supporters.

By sharing stories of donors giving from their wealth and creating an abundant atmosphere at events, nonprofits can elevate donors from considering only disposable income to seeing their wealth as donation relevant.

The result is transformational gifts that fuel greater mission impact.

View the complete recording of this Donor Participation Project session with Dr. Russell James in our Resource Library.

The setting of an event makes a big difference in donors’ willingness and capacity to give.

According to fundraising expert Dr. Russell James, events that evoke feelings of abundance tend to lead donors to more generous gifts.

On the other hand, events that highlight scarcity by emphasizing frugality or lack of resources can have the opposite effect.

Fundraisers should keep this psychological principle in mind when planning donor events. An opulent venue, high-quality catering, and an overall lavish experience will put donors in an abundance mindset. This sense of having more than enough makes people feel inclined to share with others.

Events in barebones, sparse environments, however, can make donors feel like they have fewer resources to spare, resulting in lower gifts. The impact of an event’s setting goes beyond the overall experience.

Even subtle cues about the types of gifts being asked for and received can shape donors’ mindsets.

For example, sharing stories of major donors who have given stock or real estate at an event helps reframe how attendees think about their own capacity for giving.

Hearing about these valuable, non-cash gifts activates donors’ sense of wealth as being relevant and available for charitable donations.

Of course, not every event requires an extravagant ballroom and tales of million-dollar gifts. But event planners should be mindful of achieving the right balance of abundance and approachability for their donors.

The setting itself, as well as the types of giving showcased, provide subtle clues to help attendees visualize their own potential for generosity at higher levels. With the proper framing, events can be powerful tools for expanding donors’ views of what they are capable of contributing to the causes they care about.

View the full recording of this Donor Participation Project session with Dr. James in our Resource Library.

Nonprofit fundraisers know that long-term, generous donors don’t appear overnight.

It takes time and effort to build meaningful relationships that inspire major gifts.

According to fundraising expert Dr. Russell James, surveys can be an effective tool for developing these lifelong donor connections.

Rather than relying solely on emotional stories, long-term donor relationships depend on understanding supporters’ personal values and life journeys. Surveys are an efficient way to gain insight into many donors at once. Thoughtful questions can reveal how donors identify with your mission and what victories they hope to see.

For example, you might ask, “What values do you share with our cause?” or “If money were no object, what would you change about this issue?”

The answers provide a glimpse into donors’ autobiographical memories and passions.

With this knowledge, you can then frame your work as part of donors’ larger life stories. Describe how your victories over challenges reflect donors’ values and priorities. Show them that they are part of the story too. This approach transforms your appeals into tales of shared triumph that resonate deeply.

Rather than a single story, long-term engagement benefits from an unfolding narrative.

Dr. James suggests featuring a different aspect of your mission each month in direct mail or email appeals. For example, focus on education programs one month and community services the next. This helps donors appreciate the full scope of your work and how various parts reflect what they care most about.

Of course, the setting where you interact with donors also matters. Events, in particular, should evoke feelings of abundance to encourage generosity. While you need not be extravagant, a nice venue and quality experience signals to donors that they are valued and your work is meaningful. This warmth contributes to a long, fruitful relationship where donors give readily and often.

In summary, leverage surveys to discover your donors’ passions and values. Weave these insights into a sustained story of shared meaningful victories. Do this well and your donors will loyally support you for life. The key is knowing them profoundly through the gift of listening.

Surveys provide the questions; donors provide the answers.

View the full recording of this Donor Participation Project session with Dr. James in our Resource Library.

Building genuine community is the key to creating trust and advocacy for nonprofit organizations today.

But how do you authentically build community, especially with limited resources?

Marketing expert Mark Schaefer shares insights from his latest book, “Belonging to the Brand,” on how to create a vibrant community.

According to Schaefer, community provides “unparalleled value” for both companies and nonprofits.

A well-built community can lead to “organic advocacy,” among other important benefits. Community also builds trust in an age of disinformation.

Schaefer recommends starting small by gathering just five engaged supporters. Ask them what they care about and try different ways of interacting, from online to in-person. Pay attention to what resonates and keep experimenting. “Over time, as you create momentum in your community, those leaders will emerge,” says Schaefer.

To scale, identify and empower community advocates.

“Leadership in a community will emerge. You’ve just got to be aware and you’ve got to be able to nurture those leaders,” Schaefer explains.

Provide opportunities for advocates to take on more responsibility, but don’t micromanage.

Building community also requires managing expectations around control and measurement.

“You’re not necessarily controlling the message in the community, but they’re making you more relevant,” says Schaefer.

Rather than strict metrics, focus first on engagement and listening to understand what members value.

Authenticity is key. “The most important thing of managing a community is nurturing the culture of the community,” says Schaefer. Create a space where people feel respected and supported. Address toxicity immediately. With the right culture, your community can become a trusted source of truth and fuel real impact.

Building community requires courage, trust, and a willingness to not be in control. But the rewards of advocacy, feedback, and partnership can be well worth the effort.

By starting small, empowering advocates, and focusing on culture, nonprofits can create a vibrant community that fuels their mission.

View the recording of this Donor Participation Project session in our Resource Library.

The future of fundraising is all about community.

As traditional marketing and fundraising strategies become less effective, building genuine connections and trust with donors will be the key to nonprofit success.

According to Mark Schaefer, an expert in marketing, “community is the last great marketing strategy.”

Schaefer argues that community provides unparalleled value for both companies and nonprofits. For nonprofits, one of the biggest benefits is organic advocacy. When donors share their experience and passion for your mission with others, it leads to authentic word-of-mouth marketing that is far more persuasive than anything a nonprofit could say on its own.

Community also provides a direct line of feedback to help nonprofits stay focused on what really matters to donors and maintain “relentless relevance.”

However, building community requires a significant shift in mindset for many nonprofit leaders.

There is a temptation to try to tightly control messaging and immediately measure ROI. But Schaefer argues that real community building is about influence, not control.

While it can start small, community has the potential to scale in a big way. The key is finding and nurturing leaders from within the community who can help carry the workload and personalize the experience for members.

For any nonprofit ready to invest in the future, community building should be a top priority. Here’s a brief blueprint to achieve this:

• Follow the “5 people rule” and start bringing together your most passionate supporters.
• Give them authentic experiences and content worth sharing with others.
• And empower them to cocreate and lead in a way that feels meaningful for them.

While the short-term results may be hard to quantify, over time community can become your most powerful strategy for driving real impact and lasting change.

Watch the full recording of this Donor Participation Project session with Mark Schaefer in our Resource Library.

Fundraising is ultimately about storytelling.

According to researcher and fundraising expert Dr. Russell James, the most compelling stories evoke a clear visual image that generates social emotion for donors. Without this, fundraising appeals fall flat.

Social emotion refers to feelings like empathy, compassion, and sympathy that connect us to others. Stories that trigger social emotion for donors are most likely to motivate giving.

How do you spark social emotion? Focus on character.

Characters are the heart of an impactful story. But not just any character will do.

Donors must be able to identify with the characters in your story. They need to be able to see through the character’s eyes and feel empathy for their circumstances. Vague, confusing or overly complicated stories won’t achieve this, so keep your story simple with a clear and empathetic character.

Specific details about a character, like a name, photo, age or location, help donors visualize them, enhancing social emotion and giving.

Use details judiciously, as too much information can make a story convoluted. And choose details, images and stories that donors can personally relate to for maximum effect.

For major gifts and long-term relationships, make the donor the main character. Ask open-ended questions to discover donors’ values, life stories and what they care most about. Then, share information about your mission and work that connects to what they share. This helps donors see themselves in your story and organization, priming them for significant and sustained support.

Stories cultivate meaning, relationships and social good. By putting character and social emotion at the center of your fundraising efforts, you’ll transform donors from observers into characters in their own stories of generosity, partnership and change.

View the recording of the complete Donor Participation Project session in our Resource Library.