How Empathy Fuels Fundraising Success
Here’s something I didn’t fully appreciate about myself for a long time: I’m a sensitive dude.
Growing up, I thought this was a weakness. I mean, I was the kid who cried at freakin’ “Little House on the Prairie.” So trust me, being “too sensitive” wasn’t exactly celebrated on the playground or at work.
Then there’s my undergrad psychology degree. I used to think it went to waste. After all, I didn’t become a counselor or do groundbreaking research, so what was the point?
But here’s what I’ve come to realize: the sensitivity I once tried to suppress, and the psychology degree I thought was irrelevant, have become two of the most important tools in my work as a professional copywriter.
Because fundraising isn’t just about asking people for money. It’s about understanding what moves people—their motivations, emotions, and values. And it’s about crafting a message that moves them to act.
What’s the secret sauce to doing that effectively? Empathy and creating an emotional connection. That’s what takes fundraising copy from “meh” to “move-me-to-tears.”
So if you’ve ever struggled to make your appeals connect, you’re in good company. I’ve been there, and I’ve learned a thing or two along the way about how to use empathy—not just emotion—as a fundraising superpower.
Why empathy is the superpower of fundraising
People don’t give because your organization is great. They give because you make them feel seen, valued, and connected. That connection? It’s empathy in action.
But empathy isn’t just about pulling on heartstrings. It’s about stepping into your donors’ shoes and asking:
What do they care about?
What inspires them to give?
What might hold them back?
When you write with empathy, you don’t just craft a message—you start a conversation. You say, “I understand what matters to you, and here’s how you can make a difference.”
As Brené Brown, a leading researcher on empathy and vulnerability, says, “Empathy fuels connection; sympathy drives disconnection.”
Empathy allows you to…
Speak to what matters most to your donors. When you understand their values, you can align your message with their priorities.
Build trust by showing you get them. Empathy makes your message feel personal—not transactional.
Inspire action by connecting emotionally, logically, and rationally. Empathy is the glue that ties together emotion, logic, and credibility.
But here’s the catch: empathy isn’t just about feeling. It’s about understanding, too. That’s where my psychology background comes in handy.
How psychology helped me understand empathy
When I was studying psychology, I learned how people make decisions. And spoiler alert: it’s not as rational as we like to think.
The emotional part of our brain processes information faster than the logical part. This means most decisions are made emotionally first, with logic and reason coming in to justify the choice after the fact.
In fundraising, this translates to one simple truth: you have to make people feel something before they’ll act.
But empathy goes deeper than just emotion.
My psychology degree also taught me about active listening, perspective-taking, and the importance of understanding motivations.
These skills have been super helpful in fundraising because…
Active listening helps you understand what your donors care about.
Perspective-taking allows you to see the world from their point of view.
Motivational insights help you craft messages that resonate with their “why.”
Emotional triggers play a crucial role in fundraising. Simon Sinek put it perfectly when he said, “People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
In fundraising, the “why” comes from understanding your donor’s motivations, and that’s rooted in empathy.
The neuroscience of empathy to create emotional donor connections
When people hear an emotionally charged story, their brain releases oxytocin. This “empathy hormone” is what makes us feel connected to others. It’s the reason we tear up when we hear about someone overcoming incredible odds or feel a pang of responsibility when we see someone in need (okay, or boo-hoo when we watch Nellie Olson make fun of Laura Ingalls for the thousandth time).
Here’s how the brain processes empathy, in this order:
Sensory input: Your donor reads a story, sees a headline, or looks at an image.
Emotional processing: The amygdala (the brain’s emotional center) lights up, triggering feelings like compassion, hope, or urgency.
Logical justification: The prefrontal cortex steps in to justify the emotional response: “This makes sense and I believe it. I should give.”
Dr. Paul Zak, a neuroeconomist and expert on oxytocin, explains, “Stories that are personal and emotionally compelling engage more of the brain, and thus are better remembered, than simply stating a set of facts.”
When telling these emotionally compelling stories, simplicity is key. As Seth Godin says, “Great stories are subtle. Surprisingly, the fewer details a marketer spells out, the more powerful the story becomes.” Let your audience connect the dots in their own way.
As a fundraising copywriter, your job is to craft messages that activate all three stages above. Start with an emotional hook like a story, back it up with logic and credibility, then tie it all together with a clear call to action.
The mechanics of empathy and emotional triggers
Empathy in fundraising isn’t just a feeling—it’s a process. It’s about actively stepping into your donor’s shoes and writing in a way that speaks to their heart and mind.
So how do you do that? Glad you asked.
Start with the donor. Ask yourself, “Who am I talking to? What do they care about? What motivates them to give?” Use surveys, interviews, or analytics to understand their perspective.
Mirror their values. If your donors care about their faith, speak to that. If they’re driven by justice, reflect that in your messaging. Empathy starts with aligning your message with your donors’ worldview.
Tell stories, not stats. Numbers inform; stories inspire. Instead of saying, “We provided meals to 1,000 families,” tell the story of one family whose life was changed by “friends like you.”
Speaking of, focus on the donor. Always center the donor in your message. Make them the hero, not your organization. Use “you” language to show them how they could make an impact.
Write like a human. Skip the jargon and college professor eloquence. Write like you’re talking to a friend. Empathy isn’t formal—it’s conversational.
Empathy is about putting your donor in the center of the story. When you focus on their values, their impact, and their role, you invite them to see themselves as part of something bigger.
Every word you write should reinforce this connection, making it clear that your donors aren’t just contributing to a cause—they’re driving real change in the lives of others.
How your words make people feel: the heart of empathy in copywriting
One of the most powerful aspects of writing with empathy is considering how your words will make someone feel. It’s not enough to understand emotions intellectually. You have to anticipate the emotional impact your message will have on your audience.
Every sentence you craft evokes an emotional response. So before you approve your proof or hit send, ask yourself:
How will what I wrote make the reader feel?
Will this inspire confidence, trust, or connection?
Could any of my words create feelings of shame, guilt, or frustration?*
Being intentional about these emotional outcomes ensures your words build connections instead of barriers.
Empathy in writing demands that you not only know your audience intellectually but also feel alongside them emotionally. The deeper you understand the emotional journey your message creates, the more powerful your connection becomes.
This practice will transform your fundraising appeals from merely informative messages to deeply resonant conversations that speak directly to your donors’ hearts and minds.
*Sometimes, you do need a dose of “strategic persuasion” to get people to act. Should you beat them down? No way. Sometimes you should apply some healthy pressure on folks. But this is more the exception than the rule.
Why empathy is the heartbeat of good fundraising
Fundraising isn’t just about raising money—it’s about building connections. It’s about making your donors feel seen, understood, and valued.
When you write with empathy, you don’t just create stronger appeals. You build relationships that inspire action and foster long-term support.
Also, empathy isn’t a magic trick. It’s a commitment to understanding and connecting with people on a human level. And the best part? It’s a skill you can develop.
With every story you tell and every word of copy you write, you can hone your ability to step into someone else’s shoes and make them feel like a part of something bigger.
So the next time you sit down to write an email, draft a digital ad, or craft a direct mail letter, start with empathy. Think about your donor.
What do they need to hear? How can you help them see the difference they can make? How will what you’ve written make your reader feel?
When you approach fundraising with empathy, you’ll wield a superpower—one that builds trust, forges lasting connections, and inspires donors to step into the heroic role they were meant to play.
Sources
Brené Brown, Empathy fuels connection: https://www.azquotes.com/quote/874517
Simon Sinek, People don’t buy what you do...: https://www.azquotes.com/quote/498135
Dr. Paul Zak, Stories that are personal...: https://greatergood.berkeley.edu/article/item/how_stories_change_brain
Seth Godin, Great stories are subtle...: https://seths.blog/2006/04/ode_how_to_tell/
