How to Tap Into the Psychology of Giving
Discover expert resources to help you craft a smarter fundraising strategy rooted in the latest insights from behavioral science.
December 9, 2025 | Read Time: 1 minute
Understanding what motivates donors is essential to build lasting relationships and deepen their loyalty to your cause. It also helps fundraisers feel more connected to their work, experts say.
Jen Shang, a philanthropic psychologist and co-founder of the Institute for Sustainable Philanthropy, recommends that fundraisers focus on what connects us all as human beings when seeking support for the vital work nonprofits do.
“When you present yourself as that positive sparkle, then as long as you can put a smile on people’s face, that is a positive wave of goodness that you’ve created in someone’s life, however small that wave is,” Shang says. “Even if they don’t give in that particular situation, they remember the taste of your charity to be one that is fun and lighthearted.”
These stories and resources will help you develop a smart fundraising strategy grounded in the latest behavioral-science research.
Editor’s note: Chronicle playbooks are updated on an ongoing basis as new advice becomes available.
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