GoodUnited Blog

Are You Skipping A Critical Step with Donors?

“Americans want to be happy and they’re looking to non-profits to help them find happiness.” This new finding from a research study at Davis University has interesting implications for non-profits, and may shed light on how to communicate more effectively with donors.

Here’s the breakdown:
  • People who said they are “grateful” are 25% happier than ungrateful people.
  • Giving is an act of gratitude.
  • To feel happy, people want to give in order to connect with a feeling of gratitude.

For fundraisers this is confusing news.

If people want to give, why do I have to work so hard to get them to do it?

Because giving is a three-part process and you may be skipping a critical step:

  • The want to give
  • The motivation to give
  • The act of giving

If your non-profit is struggling to get donors to give, or give again, it could be because your role is to perform the second step in the process: Giving donors motivation to give.

Exactly How to Motivate Donors to Give

The roots of success are in the science of the brain. The neocortex, or the outer layer of the brain, is the rational thinking part of the brain. The limbic brain, or the middle layer, is the feeling part of the brain. The reptilian brain, at the base, is the instinctual part.

To get donors to give, you have to make a personal connection with the whole brain.

  • The rational brain is motivated by facts
  • The limbic brain is motivated by emotions
  • The reptilian brain is motivated by fear of loss

To motivate people, you have to get their whole brain on your side. You can do this by communicating:

  • Facts
  • An emotionally moving story
  • An explanation of what they might miss out on if they don’t give.

Remember that donors want to give. But they need a personal connection with you to do it. GoodUnited helps non-profits make personal connections that turn donors into loyal supporters. Ready to learn more? Contact one of our experts today. In a quick chat we can explain how it works.

Topics: donor retention email marketing