Fundraising for rare disease organizations isn’t just about asking for money—it’s an art form rooted in psychology. We’re tapping into the deep desire to make meaningful connections, engage with a community, and communicate strategically. Here’s a look at how embracing these elements can transform your approach, from leveraging tech to overcoming the inertia of donor demotivation, crafting a narrative that not only funds but fundamentally changes how we see our impact in the world.
In our recent discussion on the psychology of fundraising for rare disease organizations, we were joined by Katrina VanHuss and Otis Fulton from Turnkey for Good. Their expertise in fundraising strategy provided valuable insights into how to engage donors effectively. We’re grateful for their contributions and are excited to review and share the key takeaways from our conversation.
1. Fundraising for Rare Diseases vs. Any Nonprofit: Is There a Difference?
- Despite the varied missions and objectives of nonprofits, the fundamental principles of fundraising remain the same.
- Emphasizing the shared human experience of suffering rather than the uniqueness of a particular condition can foster donor connection and support.
“It’s not about helping many people, it’s about helping one person. It’s all about how helping a cause will make me feel and people know they can’t save the world. Getting them to just save a little part of our world is incredibly satisfying to people. Psychologists know that that’s really about the donor, the supporter, and how we make them feel by them by participating in this cause.”
Otis Fulton, Ph.D, Vice President for Psychological Strategy
2. The Power of Personal Connection
- Donors are driven by emotions and the desire to make a difference in individual lives.
- Highlighting personal stories and demonstrating how contributions directly impact individuals can inspire continued support.
3. Moving Beyond the First Gift
- While securing the first donation may be akin to impulse shopping, encouraging subsequent donations requires cultivating a sense of belonging and purpose within the donor community.
- Second gifts are pivotal, as they signify a deeper commitment and investment in the cause.
4. Effective Communication Strategies
- Outreach efforts should focus on nurturing relationships and providing value to donors beyond soliciting additional contributions.
- Tailoring communication to align with donors’ values and interests enhances engagement and fosters long-term commitment.
5. The Role of Technology in Building Community
- Technology plays a crucial role in facilitating community engagement and fostering connections among supporters.
- Platforms that enable social fundraising and volunteer coordination serve as catalysts for community building and donor retention.
“[Virtuous] supports social fundraising to a large degree, and one of the great things about social fundraising is that it creates community. Through social fundraising, we create people whose identities are really strong. That’s the magic. [With VOMO], you have a volunteer platform that helps people experience joy through belonging and also through recognition. Because the highest form of recognition is when someone gives you a job, when they trust you to do something, that means you’re somebody, and you guys facilitate that with your platforms.”
Katrina VanHuss, Founder, Speaker, Author, Turnkey Partner
6. Combatting Donor Demotivation
- Overwhelming statistics and large-scale problem-framing can deter donors by fostering feelings of helplessness.
- Focusing on individual impact and tangible outcomes resonates more strongly with donors and motivates continued support.
7. Understanding the Purpose of Awareness
- Awareness campaigns should serve specific objectives, such as advocacy or legislative action, rather than merely increasing public knowledge.
- For fundraising purposes, emphasizing the broader impact of the cause resonates more effectively with donors than focusing solely on a condition’s rarity.
8. The Significance of Community Engagement
- Building a sense of community around a cause strengthens individuals’ identities and fosters collective action.
- Effective community engagement reinforces social norms and encourages sustained involvement and support.
9. Embracing Conversations and Learning
- Meaningful dialogue and a willingness to understand donor perspectives are essential for developing successful fundraising strategies.
- Leveraging insights from psychology can guide organizations in effectively motivating and engaging supporters.
As we navigate the complex landscape of nonprofit fundraising, understanding the psychological drivers behind donor behavior is paramount. By prioritizing personal connections, community engagement, and strategic communication, organizations can cultivate lasting relationships with donors and drive meaningful impact in their respective missions.
