Reprinted from the original post with permission from BrightDot Fundraising Advisors
Why Emotion Drives Generosity
Fundraising works best when it connects people to something meaningful. That belief is the foundation of Mattership, the idea that every gift sparks a ripple effect transforming lives, communities, and futures.
Mattership reminds us that donors are not just contributors – they are partners in transformation. Their support fuels real change that lasts beyond a moment of giving.
The strongest donor relationships come from shared purpose and emotional connection. When people feel they matter, they give more freely and with deeper commitment.
How to Apply Mattership in Everyday Fundraising
These three ideas can help your team build more authentic donor engagement and long-term value.
1. Start with Story, Then Share the Stats
People respond when they know you know them. Fundraising messages should begin with their story, their successes, and their impact in the community, other than at your organization.
Try this:
- Use first names and specific experiences where they mattered to others.
- Identify four actions they have taken for others that mattered.
- Build your case that because they matter, they can now invest in others for them to show they matter!
2. Create Moments of Connection
Many fundraising programs focus on the ask, but the most successful ones build trust and community both before and after the donation. Engagement should feel personal and ongoing.
Try this:
- Send a short video message or handwritten note that symbolizes how they matter.
- Invite donors to experience the mission in action through behind-the-scenes events or campus visits.
- Highlight impact through stories and photos that reflect the donor’s values.
3. Reflect the Donor’s Role in the Mission
Fundraising communications should help donors see themselves as changemakers. They should understand how their generosity leads to outcomes that align with their values and aspirations.
Try this:
- Use language like “You made this possible” or “Thanks to your support.”
- Create donor profiles or impact features that spotlight their influence.
- Align your messaging with the donor’s own goals for giving.
What This Means for Your Team
Fundraising is most effective when it reflects shared purpose, personal connection, and long-term impact. Mattership helps you build that approach into everything you do.
When institutions move away from transactional fundraising toward something more meaningful, donors feel a part of something bigger – something that creates change and leaves a legacy.
Let’s make generosity matter more. That’s Mattership in action.
Allison Crouch Gilbert, Senior Vice President and Partner at BrightDot, has over 30 years of nonprofit fundraising experience, ranging from alumni affairs, annual giving, and major gift cultivation. Beginning her fundraising career as Director of Capital and Major Gifts at Meredith College, she went on to lead fundraising efforts at various nonprofits throughout North Carolina before landing at the North Carolina State College of Veterinary Medicine. There, she served as a leader in major gift development, ultimately being named Executive Director of the Foundation. In 2020, Allison joined the team at BrightDot to work alongside her father, CEO Bill Crouch, helping organizations grow through strategic mentorship, donor cultivation, and capital campaign execution.
