6 ways to raise funds with more emotion

Everyone tells you to use emotions to raise funds.

How, exactly?

Here are some great approaches, from the Hands-On Fundraising Blog, at 6 ways to put more heart into your fundraising today:

  1. Sincere thanks. Thank your donors with real gratitude. Wear your heart on your sleeve as you thank them. And be specific about what they did when they gave.
  2. My correct name means you like me. Make sure your data is clean and that it’s easy (and quick) for a donor to fix their name if you have it wrong. Consider asking them what they’d like to be called.
  3. Friendly language.
    Don’t try to impress them with your formal, businesslike language. That doesn’t feel nice — it feels standoffish. Use colloquial, informal, friendly language. And leave out the professional jargon and marketingese.
  4. Honesty is respect. Tell the truth. Always. Even if it feels awkward. That’s how you do it in “real life,” and in fundraising.
  5. Communicating with a full heart. Always. When you ask, when you thank, when you report back … use the language of the emotions. That’s where the action is!
  6. Worrying less about the dollars and more about the donors.
    No donor owns your budget and your goals the way you do. They only own what they can do. That’s what you want to talk to them about: Making the world better with their donation. Stay on that topic, and you can’t go wrong!


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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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