Sponsored by Keela – a nonprofit CRM built to help charities and nonprofits grow their impact through smarter donor management and data-driven fundraising.

For many nonprofits, the challenge is not knowing what to communicate to donors — it’s knowing how to communicate it in a way that truly resonates and inspires recurring giving.

Economic shifts, evolving donor expectations, and year-round competition for attention mean appeals need more than strong storytelling or well-designed donation pages. They must connect with the way people actually make decisions.

These seven principles, rooted in behavioral science and backed by sector-wide data, show how nonprofits can strengthen emotional connections with supporters — making it easier for them to give, and to give again.

1) First impressions count — more than many realize

Donors decide whether to engage in under seven seconds, and those decisions are shaped more by emotional cues and visual clarity than by logic.

This is particularly important given that over 50–70% of nonprofit website traffic now comes from mobile devices, yet bounce rates above 50% remain common for nonprofit homepages.

How to apply:

• Maintain clean, distraction-free layouts with a clear visual hierarchy.
• Lead with imagery that tells a human story, ideally featuring people directly connected to the mission.
• Ensure donation pages are mobile-first and load quickly to prevent disruption to emotional momentum.

2) Let stories do the heavy lifting

Data is essential, but stories are what move people to act. A single, well-told narrative about an individual whose life was transformed by a nonprofit’s work can create the connection that statistics alone cannot.

81% of lapsed donors report never feeling personally connected to the organizations they supported — a gap that effective storytelling can close.

How to apply:

• Select one “hero” whose journey reflects the organization’s mission.
• Highlight their challenges, the turning point, and the outcome.
• Use real photographs, candid videos, or authentic testimonials rather than posed or stock imagery.

For further tips, see Keela’s guide to nonprofit storytelling.

3) Give before asking for support

The reciprocity principle demonstrates that when organizations offer value first, recipients are more likely to respond in kind. In fact, donors who interact with multiple pieces of content before giving are 43% more likely to give again.

How to apply:

• Share a free, mission-aligned resource such as a checklist or downloadable toolkit.
• Host an engaging, educational webinar without a fundraising ask.
• Send gratitude messages that focus solely on celebrating donor contributions.

📥 Download the Guide:

The free Donor Psychology Guide, co-created by Keela, Raisely, and Aplos, offers detailed strategies and real examples from nonprofits applying these principles successfully.

4) Keep calls-to-action clear and emotional

Too many options create decision fatigue. Campaigns with a single, clear call-to-action often outperform those with multiple competing requests.

The clarity principle shows that when the action and its outcome are directly linked, donors are more likely to complete the step.

How to apply:

• Frame the ask around outcomes: “A $50 gift provides school lunches for one week.”
• Limit donation options to a small set of meaningful amounts.
• Pair the call-to-action with an image or short story that makes the impact tangible.

5) Build a community, not just a donor list

Recurring giving grows when supporters identify as part of a community. Social identity theory shows that identity-based framing — such as “Be a supporter” — increases donor commitment over time.

Field studies have demonstrated that this approach can increase participation and retention significantly compared to generic appeals.

How to apply:

• Present recurring giving as joining a movement, for example, “Join our monthly partners.”
• Create a distinctive name for the group — “Champions,” “Investors,” or “Circle Members.”
• Provide members with exclusive updates, behind-the-scenes content, or early access to events.

6) Be transparent and proud with your numbers

Transparency fosters trust, and trust drives retention. Nonprofits with high levels of financial transparency achieve 53% higher donor retention rates compared to those without.

How to apply:

• Publish visual breakdowns of how funds are allocated.
• Communicate openly about administrative costs and their role in delivering impact.
• Connect financial data directly to mission outcomes, such as, “This quarter’s budget funded 200 additional hours of community counseling.”

7) Stay present between campaigns

Quiet periods can cause organizations to lose visibility. This is risky when 30% of all annual donations arrive in December, with 12% in the final three days alone. Maintaining regular engagement ensures the mission remains “top of mind” when giving opportunities arise.

How to apply:

• Share monthly impact stories without an ask attached.
• Celebrate donor milestones or anniversaries.
• Highlight small wins and program updates in between campaigns.

Nonprofits maintaining consistent, meaningful engagement often see stronger campaign response rates and long-term donor loyalty.

📥 Download the Guide:

Donor psychology is the study of the motivations, values, and decision-making processes that guide supporter behavior. Applying these insights helps nonprofits design campaigns that feel human, build trust, and strengthen long-term relationships. Download Keela’s free Donor Psychology Guide.