Empower Your Fundraising with Aristotle’s Model of Communication
Let’s face it: writing persuasive fundraising copy can feel like herding cats—with cats being distracted donors, limited budgets, and competing priorities pulling you every which way.
But there’s a time-tested framework to help your words resonate deeply, engage your audience’s emotions, inspire trust, and ultimately drive action.
It’s called Aristotle’s Model of Communication.
Yep, I’m talking about Aristotle, the Greek philosopher whose brilliant ideas about the art of persuasion can give you a new perspective on crafting words that move hearts—and wallets.
Aristotle’s model is based on the idea that effective communication is a crucial aspect of persuasion. It provides a structured approach to crafting messages that will better resonate with your audience.
The Aristotelian model, also known as the “rhetorical triangle,” is a timeless framework for understanding the three modes of persuasion: logos, ethos, and pathos. Introduced by Aristotle in his treatise on rhetoric, this model has been a cornerstone in fields ranging from public speaking to writing and, you guessed it, fundraising.
And while Aristotle probably didn’t foresee his theories about rhetoric being used to craft email appeals or fundraising campaign pitches, they’re as relevant today as ever.
At its core, Aristotle’s model suggests that effective persuasion hinges on three key elements:
Logos (Logic): This means using logical reasoning and evidence to support your fundraising case for support. Presenting data, statistics, and logical arguments demonstrates the effectiveness and impact of your fundraising efforts, and it provides concrete reasons for donors to contribute.
Ethos (Credibility): This means establishing trust and credibility. You can do this by showcasing your organization’s expertise, achievements, and transparent use of funds. When donors trust you and your motives, they’re more likely to support your cause.
Pathos (Emotion): This means evoking emotions to connect with your audience on a personal level. By tapping into your audience’s emotions, you can foster a sense of empathy and urgency, making your fundraising appeal more heart-stirring and compelling.
By understanding and harmonizing these three elements, you can create a persuasive and well-rounded appeal that resonates deeply with donors.
How Aristotle’s Model of Communication can empower you today
Persuasion is an ancient art, and the way humans make decisions hasn’t changed much over time. So whether someone’s deciding what to eat for dinner or whether to support your cause, they’re looking for three things:
Reasons to believe (logos): Is this a logical choice?
Reasons to trust (ethos): Can I trust the person or organization?
Reasons to care (pathos): Does this resonate with me emotionally?
Where your donors live matters
Fundraising copy in the United States can often lean too heavily on one pillar—emotion—without supporting it with enough logic and credibility. In the U.K., fundraisers can lean too much on logic and neglect building credibility and appealing to emotion. In Australia, believability and credibility is often the main thing supporters look for, but it can be over-weighted by fundraisers.
The genius of Aristotle’s model lies in its balance, so when you use all three elements together—remembering that the heart drives the bus—your message becomes more compelling no matter where your target audience lives.
Let's break it down a bit more...
Logos helps you harness the power of logical arguments
This is offering readers the “proof” behind your ask. It’s the data, facts, and reasoning that justify why someone should give to support your cause. But logos isn’t about overwhelming your reader with numbers. It’s about using data strategically to support your case for support.
How to use logos (logic) for persuasive fundraising copy
Highlight measurable impact. Donors want to know their money will make a difference. So instead of saying, “You'll help fight hunger through your gift,” be more specific and say, “Through your $50 donation you'll provide 200 meals for families in need.” Concrete numbers build confidence.
Compare to familiar benchmarks. Relating your ask to something tangible helps donors understand its value. For example, “For the cost of one streaming subscription, you can provide a whole month of clean water to a child in need.”
Be concise. Logic works best when it’s straightforward. Too many stats can overwhelm and dilute your message, so stick to the one or two of your most compelling data points.
Example of logos in action
Instead of this: “Our program has helped hundreds of students,” try writing this: “Last year, 92% of students in our program graduated from high school—compared to the national average of 79%.” The latter pairs a strong statistic with context for a concise and meaningful comparison, which makes it both credible and impactful.
Deepening the role of logos
For fundraisers, logos can also include presenting case studies or reports that demonstrate the effectiveness of your initiatives. For example, linking to a detailed annual impact report can help your audience see the depth of your work. But be cautious not to overload your fundraising copy with technical jargon. Instead, present digestible summaries that reinforce your message.
Mentioning a matching gift can further enhance the logical appeal of your fundraising message by showing how the value of a person’s donation can be multiplied through a matching fund or employer matching programs.
Ethos helps you build trust
Ethos refers to the credibility and trustworthiness of the speaker, which is essential for establishing authority and trust in communication. Why should someone believe in your organization? Why should they choose your cause over another? Credibility doesn’t just happen. You have to earn it with every word you write.
How to build ethos in your copywriting
Speak with authority. Use confident, straightforward language. Avoid apologizing or vague qualifiers like “we hope to.”
Share why others support your cause. Testimonials from other committed donors can enhance your credibility as this shows personal support and trust in your cause.
Use testimonials, endorsements, and success stories from credible sources to elevate your appeal. For instance, “Recognized by Charity Navigator as a four-star organization” or “As featured on National Public Radio (NPR) for our work in feeding hungry children.”
Be transparent. Donors want to know how their money will be used. Provide impact reports. Break down where funds go or highlight the percentage allocated to programs versus overhead.
Example of ethos in action
Instead of this: “We work hard to make a difference,” try this: “Over the past five years, we’ve provided housing for 1,200 families and counting.” Specific achievements reinforce your credibility and make donors more likely to trust your commitment to your mission.
Build ethos through visual storytelling
For digital communication, use images whenever you can, and consider incorporating infographics or short videos. A quick 30- or 60-second video showing your team delivering aid or sharing testimonials from beneficiaries can create a lasting impression and reinforce the authenticity of your organization.
Pathos connects you to people’s emotions
One of the most critical parts of Aristotle’s Model of Communication is pathos, the emotional cornerstone of persuasion.
Because people don’t give to causes—they give to people.
This is why writing effective fundraising copy involves more than logic and credibility. Knowing how to connect with your reader’s heart will make your message more effective and impactful. Your fundraising copy should connect with readers on a deeply human level if you want to stir up empathy and inspire action.
How to create an emotional connection
When you know what matters most to the people you’re writing to, you can create an emotional connection that makes your fundraising message more compelling. Whether you’re reaching out through direct mail or digital channels, understanding your audience ensures that your fundraising message hits home and inspires action.
I can’t emphasize the importance of this enough: Engaging the emotions of the people you’re trying to reach in your fundraising efforts is vital to maximize participation and support for your mission.
Remember: people feel before they think.
The neuroscience behind this lies in the brain’s anatomy, where sensory information often reaches the emotional processing centers (like the amygdala) before reaching the prefrontal cortex responsible for rational thought. Or to put that in everyday English...
Your emotions influence your decisions before logic gets a chance to weigh in. In other words, the decision to give is an act of the heart informed by the head. Emotions always drive the bus.
How to use pathos effectively
Tell stories. Share real-life examples of individuals who’ve benefited from your work. Stories humanize your cause and make it relatable.
Use vivid imagery. Paint a picture with your words. Instead of saying, “Many children go to bed hungry,” go deeper and say, “Imagine a 6-year-old girl going to sleep with an empty stomach and no promise of breakfast.”
Tap into felt needs and shared values. Align your messaging with what matters to your audience—whether that’s community, justice, faith, or hope.
Example of pathos in action
Instead of this message: “You can make a real difference here,” try this: “Through your gift, you'll give a child hope for a brighter future.”
Bringing it all together
The magic happens when Aristotle’s model of logos, ethos, and pathos work together seamlessly. Here’s an example:
Pathos: “Meet Maria, a single mother of two who lost her job during the pandemic.”
Ethos: “Thanks to friends like you, Maria received emergency assistance through our program and is now employed full-time.”
Logos: “Last year, we helped 1,500 families like Maria’s get back on their feet.”
Here’s the kicker: Aristotle’s model isn’t just for fundraising.
It’s a framework for any persuasive communication—whether you’re pitching an idea, writing an ad, or just trying to win a friendly dispute at the dinner table.
So the next time you’re staring at a blank screen, wondering how to turn your passion for a cause into words that inspire action, remember this: Aristotle had your back all along. And his advice? Balance logic, credibility, and emotion—and watch your words work wonders.
Beyond Aristotle: Pro tips for modern fundraising
While Aristotle’s model provides the firm foundation of logos, ethos, and pathos, here are a few pro tips I’d like to give you to power up your fundraising copy:
Tighten up. Less is more. Don’t make people think.
Pay attention to your intro copy. You have 0.2 seconds to grab someone’s attention. Is what you’re saying interesting, compelling, and donor-centric? Does it make them want to read further?
Write like you’re talking to one person. Use conversational language to make your appeal feel personal. Avoid organizational jargon.
Be clear and concise, appealing directly to the audience’s emotions.
Avoid prepositional phrases. Doing so makes your writing tighter, punchier, and stronger without sacrificing content or meaning.
Avoid adverbs.
Use evocative language. Vivid language can create an emotional connection with the audience and make your message more memorable. Instead of saying, “We need your help,” try, “You’ll light up a child’s future through your gift.”
End with a clear ask and a strong call-to-action. Never assume your audience knows what to do next. Spell it out. Guide the reader on exactly how they can make an impact. A clear and compelling call-to-action is essential for engaging and motivating potential donors, creating urgency, and inspiring immediate responses.
By focusing on these elements, you can inspire more people to support your cause and turn potential donors into active contributors.
Remember, a compelling message isn’t just about what you say, but how persuasively you say it... with logic, credibility, and emotional appeal.
