The Importance of Emotional Connections in Fundraising

Posted by Omolade Bangudu on 28 June 2023

and essential for organisations to meet their goals. When donors feel emotionally invested in a cause, they are more likely to give generously and to continue giving over time.

Emotional connections can be established through various means, such as powerful storytelling, personal relationships and shared experiences. This is how funders can build long-term relationships and a loyal donor base. Continue reading to learn more about how you can create emotional connections with your audience with the support of Givergy.

Powerful Storytelling

Think about your favourite movie, TV show or non-fiction book and the reasons why you love it. Chances are they include telling a powerful story that invokes a wide variety of emotions. The same can be done when telling a story about your organisation or cause while fundraising.

Often, the reason people donate is associated with a specific emotion. This could be pain or grief felt due to a loved one being negatively affected by something. This could also be happiness or a sense of pride felt after donating, or even excitement and adrenaline which activities like live auctions promote. 

The key here is to create a powerful story about your cause and fundraising event using emotion to create a memorable and engaging experience for your donors. Using this approach not only creates emotional connections and increases donations, but it allows your organisation to stand out in a crowded industry.

Why is it important to build emotional connections with donors?

• Repeat donations and long-running support are more likely to come from those with an emotional tie to a charity or non-profit.
• Donors with strong emotional connections are more likely to talk with others about your organisation or event (word-of-mouth marketing). This means they are active brand advocates who share your brand with like-minded individuals, allowing you to reach more potential donors.
• Your cause is more likely to be noticed and remembered by donors with emotional connections. This is because the emotional part of the brain processes information 20x faster than other parts.

How can you build emotional connections during events?

Depending on your cause and goals, there are several ways to build emotional connections with donors during events, but here are a few examples:

1.   Share videos, case studies or testimonials during your event. Whether you are holding a live fundraising event, harnessing the power of online fundraising or using a mix of both, content is key. Telling stories that evoke emotions can be a powerful way to connect with attendees. Sharing personal stories or stories of those who have been impacted by the cause can help attendees feel more connected to the event and the cause. Another method of sharing this type of information is by using an engaging fundraising host who has experience in the power of narration and storytelling.

2. Use guest messaging. Communicate with your donor base around events and all year round. This ensures you are on their radar which creates an emotional tie.

Creating personalised messages for donors and attendees can help them feel more valued and connected. This could include short notes, gifts, or experiences tailored to the person’s interests or preferences.

3. Shared experiences. Providing opportunities for attendees to share experiences together can help build a sense of community and connection. This could include group activities, team challenges, or interactive experiences during events that encourage attendees to work together and bond over a shared experience.

 4. Choose the right auction items. Everyone that attends your event or views an online listing of items will likely be ready to support your organisation. However, by having auction items available that appeal to their interests and lifestyle, you will make it irresistible for them to participate! This results in more money raised and a stronger emotional relationship.

5.Select different methods of raising money. We recommend being tactical with your fundraising style.

This requires understanding who your audience is so that you can tailor giving to promote an emotional response. You should also then combine storytelling with each of your fundraising methods.

For example, instead of naming a pledge ‘Donate here’, you could select something like, ‘Donate to low-income families here’. Adding a reason to the title is enough to build an image in the donor’s mind so that they feel more attached to the cause.

Are you ready to get in touch with your donors’ emotions?

Whether you want to arrange a one-off impactful campaign or promote long-term giving, Givergy can support your needs.

We are experts in helping fundraisers reach their donors and leave a lasting impression. Contact us today to get started.

Omolade Bangudu

Marketing Manager

Omolade oversees the strategy, planning, and implementation of marketing and branding efforts for Givergy worldwide. With a passion for using creativity, technology, and data to drive results, Omolade is at the heart of growing the business.