How To Use Behavioral Science To Power Your Fundraising

Why People Give and How to Encourage More of It

In the world of fundraising, perhaps the million-dollar question is: why do people give?

If so, the multimillion dollar questions may be: how can we nudge people to give, or to give again, or to give more? 

Behavioral science provides powerful insights into these questions by shedding light on what drives human behavior. For fundraisers, understanding these drivers isn’t just interesting—it’s essential for building strategies that work.

Here’s a breakdown of some practical, science-backed tips that can help any organization increase engagement and support, based on behavioral cues, and a clue to how we at Bonum Collective employ data-informed solutions for our partners.

Timing is Everything

It’s not just comedy that’s in the timing; you can make your ask count by getting it right. People are more likely to give at certain points, like bonus season or life-changing events. Behavioral research shows that linking your ask to key life moments or events can boost response rates. Think about targeting people when they’re in a reflective or generous state, such as around the holidays or after major life changes.

Simplify the Message

Reduce complexity to remove barriers. Overloaded with information, potential donors might decide to delay or avoid giving altogether. By stripping your message down to its core—what’s needed and why it matters—you make it easy for supporters to say “yes” without wading through unnecessary details. A “flip test” can help: If someone can grasp the main point in a quick glance, you’re on the right track.

Engage Their Social Circles

Empower advocates to spread the word. While your organization has a dedicated team, your biggest supporters often come from your donor network. Behavioral science tells us that people are more likely to act if they feel a social connection. So, don’t hesitate to encourage loyal donors to share your cause with their own networks. A personal recommendation can be more persuasive than any email blast.

Create a Path to Commitment

Encourage recurring support through commitment-friendly options. People prefer to stick with something once they’ve started. Offering a monthly giving option is a great way to build a reliable donor base, making it easy for donors to support your work on an ongoing basis. Starting small and providing opportunities to increase their contribution can further solidify this commitment.

Frame the Ask with Care

Focus on impact, not just numbers. Research has shown that framing your message in terms of the tangible impact a donation can have—like “$50 could provide meals for five children”—can make a big difference. People want to feel that their donation makes a real impact, so make sure they understand how their contribution translates into change.

Make Giving Part of Their Identity

Reinforce giving as a positive identity trait. When people see themselves as someone who contributes to a cause, they’re more likely to give again. Social recognition and identity-based messages—like calling supporters “champions” or “partners”—can encourage people to feel proud of their support, making them more likely to continue.

Final Thoughts

Behavioral science offers fundraisers a wealth of tools to better understand and engage supporters. By applying these insights thoughtfully, nonprofits can create campaigns that resonate, engage, and inspire continued support. Remember, the goal isn’t just to secure a one-time gift but to build long-lasting relationships rooted in trust and shared purpose. When donors feel seen and valued, they’re more likely to stick around—and that’s the key to sustained growth.