{"id":4402231429814,"date":"2025-12-09T07:00:00","date_gmt":"2025-12-09T12:00:00","guid":{"rendered":"https:\/\/www.philanthropy.com\/?p=4402231429814"},"modified":"2025-12-08T16:27:53","modified_gmt":"2025-12-08T21:27:53","slug":"how-to-tap-into-the-psychology-of-giving","status":"publish","type":"post","link":"https:\/\/www.philanthropy.com\/solutions\/playbooks\/how-to-tap-into-the-psychology-of-giving\/","title":{"rendered":"How to Tap Into the Psychology of Giving"},"content":{"rendered":"\n

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.<\/p>\n\n\n\n

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. \u00a0<\/p>\n\n\n\n

\u201cWhen you present yourself as that positive sparkle, then as long as you can put a smile on people\u2019s face, that is a positive wave of goodness that you\u2019ve created in someone\u2019s life, however small that wave is,\u201d Shang says. \u201cEven if they don\u2019t give in that particular situation, they remember the taste of your charity to be one that is fun and lighthearted.\u201d<\/p>\n\n\n\n

These stories and resources will help you develop a smart fundraising strategy grounded in the latest behavioral-science research.<\/p>\n\n\n\n

Editor\u2019s note: Chronicle playbooks are updated on an ongoing basis as new advice becomes available.<\/em><\/p>\n\n\n\n

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\n \n\t\t\t\t\t\"childress-dxsbehavioralscience-896352512.jpg\" <\/a>\n <\/figure>\n \n
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\n Solutions<\/a> <\/div>\n\n

\n \n Use Behavioral Science to Nudge Donors, Spur More Gifts <\/a>\n <\/p>\n\n

\n Removing friction in the giving process and employing strategic nudges can boost your organization\u2019s fundraising revenue. <\/p>\n \n <\/div>\n <\/div>\n

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\n \n\t\t\t\t\t\"9 <\/a>\n <\/figure>\n \n
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\n Solutions<\/a> <\/div>\n\n

\n \n 9 Tips for Thank-Yous That Make Donors Feel Valued <\/a>\n <\/p>\n\n

\n Psychologists have unlocked new ways to help you speak your supporters\u2019 love languages and cultivate lasting ties. <\/p>\n \n <\/div>\n <\/div>\n

\n
\n \n\t\t\t\t\t\"The <\/a>\n <\/figure>\n \n
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\n Training<\/a> <\/div>\n\n

\n \n The Psychology of Thanking Donors Well <\/a>\n <\/p>\n\n

\n Learn how to craft donor thank-yous that strengthen relationships and boost giving. Join our 75-minute webinar to discover research-backed strategies, real-world examples, and tips to… <\/p>\n

On Demand<\/div>\n
$<\/span>89<\/span><\/div>\n \n <\/div>\n <\/div>\n
\n
\n \n\t\t\t\t\t\"An <\/a>\n <\/figure>\n \n
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\n Fundraising From Individuals<\/a> <\/div>\n\n

\n \n In Time for GivingTuesday: How to ‘Light Up’ the Brain for Generosity <\/a>\n <\/p>\n\n

\n Experts in neuroscience and psychology offer tips. <\/p>\n \n <\/div>\n <\/div>\n

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\n \n\t\t\t\t\t\"schohlimproveyourdonorthankyous-0919-gettyimages-1422004806.jpg\" <\/a>\n <\/figure>\n \n
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\n Solutions<\/a> <\/div>\n\n

\n \n 11 Ways to Improve Your Donor Thank-Yous and Inspire Loyalty <\/a>\n <\/p>\n\n

\n Ideas and advice from experts, including ways to use philanthropic psychology to create more meaningful thank-you messages \u2014 and boost giving. <\/p>\n \n <\/div>\n <\/div>\n

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\n \n\t\t\t\t\t\"Top <\/a>\n <\/figure>\n \n
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\n Training<\/a> <\/div>\n\n

\n \n Top Ways to Thank Donors and Inspire Loyalty <\/a>\n <\/p>\n\n

\n International Registrants: If you have trouble registering, please email\u00a0copevents@philanthropy.com or call 571-540-8070 and include the name of the webinar.\u00a0 Are you sending out templated thank-you… <\/p>\n

On Demand<\/div>\n
$<\/span>89<\/span><\/div>\n \n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Discover expert resources to help you craft a smarter fundraising strategy rooted in the latest insights from behavioral science.<\/p>\n","protected":false},"author":365392,"featured_media":4402231429853,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","cop_editorial_slug":"","cop_asana_id":"","editorial_asana_id":"","editorial_doc_id":"","footnotes":""},"categories":[191030],"issue":[],"profile":[192282],"role":[191050],"series":[192021],"topic":[192026],"coauthors":[190357],"class_list":{"0":"post-4402231429814","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-playbooks","8":"profile-institute-for-sustainable-philanthropy","9":"role-fundraising","10":"series-playbooks","11":"topic-fundraising-from-individuals","13":"has-featured-image"},"acf":[],"yoast_head":"\nHow to Tap Into the Psychology of Giving – Chronicle of 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