Techniques To Connect With Your Donors Emotionally

Techniques To Connect With Your Donors Emotionally

Communicating to your audience is important in holding a fundraiser. Since your primary goal is to raise money, you need to win your prospects' trust. A solid plan is important so you can get a good number of donors. When you share an inspiring story that touches the heart of prospective donors, getting their commitment will not be a problem. Eliciting a strong reaction from your audience is one way to encourage donors to give. 

Create a compelling story

Avoid canned responses as your audience appreciate a more personalised letter. Prospects need to know why you are holding a fundraiser and how their support can impact the campaign. If it is just another fundraising campaign, donors will never feel emotionally connected. 

Does this mean you need to fabricate a touching story to reach the heart of millions?


You just need to show genuine interest in helping your community reach a specific goal. For instance, if you are holding a school fundraiser to purchase additional computers for students, it is essential to keep beneficiaries involved. What was it like to study without the help of technology? What are the effects of helping students? 

Compelling images instantly connect with your audience if emotion is not forged. Being realistic allows you to express what you really feel. 

Choose powerful and encouraging words

A great intention is not enough to connect with donors because you also need to be creative when it comes to choosing your statement. If donors feel good about giving, it means that your message has touched them. Put yourself in your audience's shoes. How would you feel if you receive an e-mail with personalised message? 

Donors can sense if you sound robotic or scripted. When you put more effort into writing your fundraising story, it will not be difficult to reach out to your audience. Your commitment can also bring positive change not only to your organisation but also to your donors.

Pay attention to your donor's reaction

Since fundraising is very personal, you need to interact with your donors personally. This way, you will know the person who are interested in supporting your organisation. Their facial expressions will help you whether or not you can connect with them. 

It is also worth noting that there are donors who simply make a donation out of a sense of obligation. In this case, you need to take note of the donor's emotional reaction. Your emotional appeal should be clear and honest. A fundraiser that relies on emotional appeal will help you convince donors to support your organisation.

Melissa Anderson

Written by : Melissa Anderson

Melissa first started fundraising when her daughters' pre-school needed some sun shades. Since then, she's gone on to become somewhat of  fundraising ideas expert, as well as a super-Mum. Melissa loves sharing ideas about how to raise funds, and welcomes your questions on this blog.

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