Most nonprofit newsletters do not bring in donations because they’re written like updates, not offers. |
Fundraising isn’t about “informing” donors — it’s about activating emotion and decision-making shortcuts that move people to give. |
As you prepare your communications this giving season, here are 7 psychology-based tweaks that can turn your next email into a donation driver: |
|
1. Tap Loss Aversion (“Don’t Let This Slip Away”) |
People are twice as motivated to avoid loss than to gain something. |
Instead of: “Help us reach our goal.” Try: “Without your gift, 14 families will lose access to meals this week.”
|
2. The Contrast Effect (“$50 Feels Small Next to $250”) |
Position a larger option first so the smaller gift feels easy. |
|
3. Urgency (“Act Before Midnight”) |
Deadlines increase conversions dramatically. |
|
4. Social Proof (“Join the 872 Donors Who Already Stepped Up”) |
Humans follow the herd. |
|
5. Lean into their identity (“People Like Me Give”) |
Donors give when their self-image is reinforced. |
|
6. The P.S. “Closer” (Final Nudge) |
Readers skim. The last line often drives the action. |
|
7. Story > Stats (Mirror Neurons at Work) |
Our brains fire more when reading stories than numbers. |
Replace: “We served 500 families last year.” With: “When Lisa opened her pantry, it was empty. Your gift put dinner on her table tonight.”
|
|
For your next newsletter, pick one trigger from above and apply it to your subject line, CTA, or closing P.S. |
These aren’t “nice-to-have” copy tweaks — they’re rooted in how people actually decide to give. |
Cheers to your impact |
Carol |
Connect with me on linkedin |
