8 ways psychology can improve your fundraising

From the Daily Egg, 8 Brain Secrets That Will Turbocharge Email Conversions:

  1. We Make Snap Judgments In 3 Seconds Or Less. Use subject lines that create urgency and excitement.
  2. If It Stands Out, We’ll Remember It. Use bright call-to-action buttons that stand out.
  3. Remind People Of The Good Ol’ Days. The positive feelings created by nostalgia actually make a person more likely to buy.
  4. We Process Images 60,000 Times Faster Than Text
    If you’ve told your story with just images and headlines, you’re on the right track.
  5. We All Tend To Follow The Crowd. Use social proof to show donors that others are giving.
  6. Different Colors Send Different Signals To The Brain. Use a contrasting color for your call-to-action button — or anything you really want people to interact with.
  7. We’ll Buy More From Brands That Do Good Things.
  8. We’ll Look Where Other People Are Looking. Use an image of a person looking in the direction of your offer or call to action.

These things can improve email response. And conversion on landing pages. And traditional media.

It’s how the brain works. It’s how fundraising should work too.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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