Fundraising and Behavioral Science: How to Separate Myth from Reality

What the Psychology of Giving Tells Us Really Works

In the world of fundraising, everyone’s looking for that edge—a magic phrase or the “perfect” timing to reach donors. But while behavioral science offers powerful insights, there’s also a fair amount of misconception around what actually moves people to give.

So let’s unpack some of the most common myths about donor behavior and explore what the research really says about building meaningful, lasting donor relationships.

Myth #1: “Urgency Always Increases Donations”

Reality: Urgency can be a double-edged sword. While creating a sense of immediacy can spur action, overusing it risks donor fatigue or skepticism. Behavioral science suggests that urgency works best when it aligns with a genuine need. For instance, in the case of disaster relief, donors feel compelled to act quickly because the stakes are clear and immediate. However, for other types of campaigns, focusing solely on urgency can feel forced. Instead, consider blending urgency with a compelling narrative that shows both the impact and the enduring value of each donation.

Myth #2: “Donors Need Lots of Information to Make a Decision”

Reality: More information doesn’t necessarily translate into more donations. In fact, too much detail can create friction, causing donors to feel overwhelmed or uncertain. Behavioral science highlights the importance of simplicity—making it easy for people to decide without second-guessing. This might mean distilling a complex cause down to a few clear, impactful statements or visuals that resonate quickly. Remember, the goal is to guide donors toward a decision, not to drown them in data. Give them just enough to see the need and how their contribution can make a tangible difference.

Myth #3: “The Bigger the Ask, the More They’ll Give”

Reality: Asking for too much can actually backfire. Research shows that donors are more likely to contribute when they feel their gift aligns with their personal impact. For new donors especially, a big ask might create a psychological barrier, making them feel like their gift won’t make a dent. Start with a manageable ask, perhaps emphasizing that “every little bit helps.” Over time, as donors see the results of their contributions, you can build up to higher amounts by showing them how their continued support leads to growing impact.

Myth #4: “Matching Gifts Always Double Donations”

Reality: Matching gifts are powerful, but they don’t guarantee doubled donations every time. The effectiveness of matching is highly context-dependent. Behavioral science tells us that matching works best when it’s framed as part of a collective effort. Donors want to feel like their gift is part of a larger momentum. Consider framing matching opportunities around a specific goal or milestone that donors can help achieve together, rather than focusing solely on doubling the dollar amount. This way, they’re not just contributing—they’re contributing to a shared success.

Myth #5: “Once a Donor Gives, They’ll Keep Coming Back”

Reality: Donor loyalty isn’t automatic. While the first gift is a critical step, behavioral science emphasizes the importance of follow-up and relationship-building to retain donors over time. Showing appreciation and keeping them informed about how their gift made a difference can transform a one-time donor into a long-term supporter. Remember, loyalty grows when donors feel they’re genuinely valued and that their contributions are creating real impact. Simple gestures like personalized thank-you notes or updates can go a long way toward reinforcing that connection.

Final Thoughts: Rethinking Donor Behavior

Behavioral science gives us valuable tools, but it’s not a one-size-fits-all formula. Understanding what makes your specific donor base tick is crucial. Sometimes, the “tried and true” methods don’t work simply because they’re applied generically rather than thoughtfully tailored to your audience. At Bonum Collective, we believe in blending these insights with a deep understanding of each nonprofit’s unique mission and supporter base. That’s where the real magic happens—by knowing when to lean into behavioral tactics and when to create a more personal, human touch.