Donations, bequests and other gifts are the lifeblood of most nonprofits. Without fundraising support from volunteers, donors and other stakeholders, it becomes impossible for NFPs to perform the beneficial work that they do in their service communities.

Most nonprofits face significant competition for funds from other NFPs. There are also various economic forces that can affect a NFPs’ ability to obtain funding from both grants and contributions.

Time is both limited and of the essence as well, so it is beneficial for fundraisers to take the time to understand the background and psychology of their patrons. Do you know what motivates your donors to give to your NFP and other charities and associations? Are you putting this information to its best use?

How Well Do You Know Your Donors?

Australian Fundraising recently published an excellent article on their site that discusses how NFPs can use psychology to help them win more donations from their contributors. The article discusses how important it is for fundraisers to take the time to truly understand the motivating factors that can influence others to donate to your cause.

The following are some key suggestions for how to understand what factors influence donors, and how to use this information to increase the changes that your prospective donor will say “yes,” to your request for a contribution.

Use Emotion to Focus on the Impact of the Donation on the Individual

While all of us would like to think we are always rational and make our decisions solely based on the facts at hand, the truth of the matter is that many of us make decisions based on our feelings and emotions rather than pure linear, analytical thought.

Help your donors put a face to their donation and use storytelling to help them connect emotionally with your cause and its mission. Put the spotlight on people, and the impact that the donation will have on others, and you will greatly increase the odds that your prospect will make a contribution.

Appeal to Your Donor’s Sense of Competition and Fair Play

Many of us have an intrinsic need to help others, but sometimes we need a little nudge before we are able to commit to action. You can gently encourage your prospect to want to give by turning the act of giving into a game, or focusing on the painful aspects of giving. Challenges, contests and matching funds are ways to introduce a little friendly competition between two or more prospects, and are likely to encourage your prospects to dig a little deeper and give a bit more than they normally would.

Help Your Donor to Focus and Keep Their Eyes on the Goal

Have you ever had the experience of helping someone that was really close to the finish line to then be able to finally reach their goal with just your added bit of effort and support? Do you remember how satisfying that was to know that it was your assistance that made the difference?

In a similar vein, it’s important to provide that sense of satisfaction to your potential fundraising donors. Let them know just how close your NFP is to reaching their goal, and how their donation will make all the difference in the world!

A Few Final Tips to Increase Donations

Of course there are other motivations that can influence a prospect’s attitudes towards giving. The final few tips can also help to boost the number and amount of donations that your NFP receives.

The Power of Honor and Remembrance

Many folks make contributions in honor or recognition of someone else, usually a loved one that shared an interest that is in common with a cause’s mission. Making it easy for prospect’s to honor their loved ones via a contribution is also a great way to increase your donations.

Make it Easy to Donate and Share Your NFP’s Message

As always, you want to make it easy for your prospects to make a fundraising contribution to your NFP. In addition to investing your time and attention in cultivating a prospective donor, don’t forget to use social media, e-mail and other tools to make it easy for your prospect to both make a donation to your cause as well as share your NFP’s message. Doing so will increase your donations, level of support and also your reach!