Giving is an emotional and irrational act driven by personal connections rather than rationality. Donors give more when appeals emphasize individual stories over statistics and connect the donor to a relatable person in need. While fundraisers cannot change human nature, effective campaigns acknowledge that giving stems from emotional motivations and makes people happy. Framing donations as a social act that joins a community of donors can also encourage more giving.

1. The Happy Circle and the Sea Monkey:
The Truth about Why People Give
The

3. Causes
Donors

4. Causes
Donors

6. Photo: By Darren Whiteside

7. ra·tio·nal·i·ty [ra-shə-ˈna-lə-tē]
Foundation for economic theories-
The simple and compelling idea that
we are capable of making the right
decisions for ourselves.

8. be⋅hav⋅ior⋅al ec⋅o⋅nom⋅ics
[bi-heyv-yer-al / ek-uh-nom-iks]
Applies scientific research on
social, cognitive, and emotional
factors that influence the decisions
people make.

10. There are no exceptions to the rule
that you must awaken the heart
to arouse the mind.

11. The Truths

12. 1. Giving is emotional.

14. Laura, helped back into housing by Common Ground

15. Laura, helped back into housing by Common Ground

17. http://www.youtube.com/watch?v=Wgi0t2a
p-us&feature=player_embedded

18. The more emotional, the more money

19. The martyrdom effect
Howtocopewithpain.org

20. 2. Giving is personal.

22. Photo Credit: YouGetThePicture, Flickr

24. The singularity effect

25. When it comes to problems the
bigger the numbers, the less
people care

26. Bigger camp = less money
Source: Communications Network, Paul Slovic

27. Reducing social distance
• Relatable people
• No statistics
• Friends to friends

28. 3. You can’t change #1 or #2.
If you try, prepare to raise less.

29. Is this ethical?

30. 4. Giving makes people happy.

31. Recurring giving
makes people
VERY happy.

32. Most fundraisers probably don’t think
of themselves in the business
of selling happiness to donors,
but that is ... their job.”
M.A. Strahilevitz

33. 5. Giving is social.

34. The last person gave…

35. Not so fast…
$2.9 million
$5 million
$100 million
All my money

36. 36

37. A summary
• Irrational: right brain rules
• Emotional: lead with feeling
• Personal: forge connections
• Social act: create community

38. Katya Andresen, COO
Network for Good
www.nonprofitmarketingblog.com
Twitter: @katyaN4G