Most nonprofit newsletters do not bring in donations because they’re written like updates, not offers.
Fundraising isn’t about “informing” donors — it’s about activating emotion and decision-making shortcuts that move people to give.
As you prepare your communications this giving season, here are 7 psychology-based tweaks that can turn your next email into a donation driver:
1. Tap Loss Aversion (“Don’t Let This Slip Away”)
People are twice as motivated to avoid loss than to gain something.
Instead of: “Help us reach our goal.”
Try: “Without your gift, 14 families will lose access to meals this week.”
2. The Contrast Effect (“$50 Feels Small Next to $250”)
Position a larger option first so the smaller gift feels easy.
Donation ask example:
$250 – Provide meals for a month
$100 – Feed a family for a week
$50 – Keep a child fed for 2 days
Most donors pick the middle option.
3. Urgency (“Act Before Midnight”)
Deadlines increase conversions dramatically.
Use countdown language: “Just 36 hours left to double your gift.”
Even soft urgency works: “We’ll be sending checks to families this Friday — will yours be included?”
Humans follow the herd.
Drop this line: “872 supporters have already given this month — we’re waiting on you.”
5. Lean into their identity (“People Like Me Give”)
Donors give when their self-image is reinforced.
Example: “As a caring neighbor, you can make sure every child in our community has a safe place to sleep.”
6. The P.S. “Closer” (Final Nudge)
Readers skim. The last line often drives the action.
Example: “P.S. Your gift today keeps a neighbor warm tonight. Don’t wait — it only
takes 30 seconds.”
7. Story > Stats (Mirror Neurons at Work)
Our brains fire more when reading stories than numbers.
Replace: “We served 500 families last year.”
With: “When Lisa opened her pantry, it was empty. Your gift put dinner on her table tonight.”
For your next newsletter, pick one trigger from above and apply it to your subject line, CTA, or closing P.S.
These aren’t “nice-to-have” copy tweaks — they’re rooted in how people actually decide to give.
Cheers to your impact
Carol