The Psychology of Generosity: Move People from Thinking to Giving

How Behavioral Science Can Translate Thoughts into Action

Ever wonder why people may have the best intentions to give but not follow through?

It’s a common challenge in the nonprofit world, and turning the idea of support into an appreciable gift can be the million-dollar question. Behavioral science—the study of why people make certain decisions—offers some fascinating answers.

When applied thoughtfully, these insights can help us turn a donor’s good intentions into actual support and even create habits of generosity. All of us at Bonum Collective are passionate about tapping into this science to make giving easier, more meaningful, and, ultimately, more impactful.

Inspiring the Urge to Give

A key part of encouraging donations is understanding the right moments to reach people. Research shows that big life changes—moving to a new city, starting a new job, or even New Year’s resolutions—are times when people are more open to giving. Reaching out during these moments, or creating a sense of urgency with campaigns that speak to the moment, can turn “maybe later” into “right now.”

Another powerful motivator? Social influence.

People like to feel part of a community. Highlighting how many others are contributing, or sharing stories of community impact, can nudge people who are on the fence by making them feel like they’re joining a larger movement. Something as simple as, “Join hundreds of others who believe in this cause” can go a long way.

Making It Easy to Act

Even when someone’s motivated to give, small obstacles can stop them in their tracks. This is where making the donation process smooth and intuitive becomes essential. Behavioral science tells us that the easier the action, the more likely people are to follow through. So, simplify where you can: clear calls to action, minimal steps in the donation process, and straightforward messaging can all make the experience feel seamless.

For instance, a bold, simple “Donate Now” button, rather than a cluttered page, gives people a clear next step. Think of it as removing any hesitation from the moment. You want donors to feel excited and empowered—not overwhelmed by forms and clicks.

Encouraging a Culture of Repeat Giving

Once someone has given, how do we encourage them to keep coming back?

Our research and others’ suggest it’s all about creating a sense of identity and belonging. When people see their contribution as part of who they are—a “supporter,” a “champion of change,”—they’re more likely to give again. It’s a simple but powerful shift.

Another way is to offer social rewards, like featuring donors in your newsletter or highlighting community impact made possible by their generosity. These small gestures build a sense of connection and appreciation without feeling transactional.

Bringing It All Together

Behavioral science offers nonprofits a powerful toolkit for connecting with supporters in ways that feel authentic, meaningful, and effective. When we apply these insights, we can turn fleeting intentions into real, lasting change.

At Bonum Collective, we’re here to help you take that next step—moving people from intention to impact.