Donors give on emotion and justify with facts.
Good stories always beat good spreadsheets.
Donors don’t act because of your data.
They initially fund their beliefs about you.
Harvard Business Review says 95% of our purchase decisions occur unconsciously. And their research found that our conscious mind will later make up reasons to validate our unconscious choices.
Why this matters?
Because donors will give based on emotional signals — like your brand, storytelling, and communication skills — but then justify that gift with logic.
(Even if they don’t admit it.)
So never lead your fundraising pitch with facts and data alone. The best story wins at first.
Let’s zoom in further. 👇🏽
“In recent years, advances in neuroscience have helped us to understand that the brain processes meaning before detail,” says fundraising firm For Impact.
That’s why investor Chris Sacca reminds us, “whether you are raising money, pitching your product to customers, selling the company, or recruiting employees, never forget that underneath all the math and the MBA bullshit talk, we are all still emotionally driven human beings.”
Funders want to attach themselves to compelling narratives just like other humans. And support leaders who stir their feelings.
All the best fundraisers tell great stories. They have the deal nearly closed before they 𝘯𝘦𝘦𝘥 𝘵𝘰 share financials or M&E reports.
Don’t get me wrong.
Of course impact data matters. For accountability and the communities we serve — not only for fundraising.
But just remember:
Your spreadsheets or metrics don’t attract or secure the funding. Those figures only help determine the amount you receive.
So “if you find someone diving too deep into the numbers, that means they are struggling to find a reason to deeply care about you,” says Sacca.
Because hearts open before minds do.
First captivate, then calculate.
First narrate, then validate.
First feelings, then facts.
In that order.
💪🏽💛
The Daily Bonus
A great infographic of essential digital marketing tools, by category. Created for the private sector, but relevant to the social sector. Dig in. ⤵
