Nonprofit fundraising innovator Juan Aranaga says that appealing to donors’ emotions is far more effective than relying on data and facts alone. Aranaga, who heads up global fundraising innovation at UNICEF, shared this insight during a recent podcast with nonprofit experts.
“When it comes to nurturing individual donors, 95% of the decision to donate is emotional,” Aranaga said. “It has nothing to do with outcomes. It has to do with storytelling and the human touch.”
While data and evidence of impact are important, especially for corporate and government donors, individuals primarily give from the heart.
This means nonprofit fundraisers should focus on forging emotional connections with donors through authentic storytelling. “We call them ‘human touch stories,'” said Aranaga. Share stories of the people and communities your organization impacts, not just numbers and statistics. Help donors feel inspired and build a personal relationship with your cause.
However, appealing to emotions is not enough on its own. Fundraisers also need to understand donors’ motivations and find ways to meet their needs. Aranaga recommends using the “jobs to be done” framework to determine why people support your organization. What “job” do donors hire your nonprofit to fulfill? Is it to feel good about themselves, be part of a community, or make a meaningful difference? Find how you can strengthen that connection.
Aranaga warns against relying too heavily on predictable channels like direct mail or events. While optimizing current fundraising methods has value, real innovation comes from developing new products, services, and business models informed by donor insights. This could mean starting a subscription program, creating a win-win corporate partnership, or allowing donors more ways to engage beyond just giving money.
At the end of the day, people give to people. While data should inform strategy, emotional storytelling and authentic relationships are what inspire action. By gaining a deeper understanding of donor motivations and needs, nonprofits can establish themselves as trusted partners in creating change. Fundraisers have an opportunity to move beyond transactional appeals to build something greater: a lifelong bond between donor and cause.
View the full recording of this session in our Resource Library.