Study: Emotions in Fundraising – How Pride and Shame Influence Donor Behavior

All experienced fundraisers know: emotions are essential for donations. In a master’s thesis published in spring 2024 at the Norwegian School of Economics by Amine Naini and Danny Dang, the impact of emotions such as pride and shame on donor behavior is examined. In “Using Emotional Communication for Environmental Fundraising,” it is demonstrated that the way emotions are employed has a significant effect on donation willingness. However, not every emotion has the same impact.

Negative Emotions and Their Limitations

The use of negative emotions such as sadness or guilt in fundraising has long been a common method and, likely for just as long, a controversial one. According to the study, such emotions can strongly drive donation willingness by generating empathy. People empathize with those affected and are ready to help. However, negative emotions also carry risks: too much of them can lead to overwhelming potential donors and deterring them. This is referred to as “compassion fatigue”—a state in which people become emotionally numb and stop showing a willingness to help.

Shame as a Double-Edged Sword

A particularly interesting aspect of the study is the role of shame in fundraising. Shame is a self-focused negative emotion that can trigger various behaviors. While mild shame can motivate individuals to improve their self-image through donations, intense shame can lead to withdrawal and avoidance. This means shame must be used carefully to avoid having the opposite effect. The study shows that shame is only effective when used in a mild form, giving people the opportunity to do something good through their donation and restore their self-image.

Positive Emotions Foster Long-Term Engagement

Positive emotions like pride and hope not only contribute to short-term donation willingness but also promote sustainable engagement. When people feel that their donation has made a positive impact, their commitment is strengthened. We fundraisers have probably already suspected this, right? Fundraising campaigns that specifically tap into these emotions can not only generate higher donations but also attract long-term supporters. The study emphasizes the value of communicating success stories and positive outcomes to give donors a sense of fulfillment and pride.

Pride as a Strong Motivator

The study further shows that pride, as a positive emotion, is significantly more effective when it comes to motivating people to donate. When donors feel that their contributions make a real difference and they can be proud of their actions, they are more likely to donate in the long term. This so-called “warm glow” effect describes the warm feeling people experience after making a donation. Pride enhances donors’ self-esteem and helps them feel like an important part of a larger movement.

The Right Mix: Combining Positive and Negative Emotions

Although pride plays a prominent role in fundraising, the study shows that a combination of positive and negative emotions can be particularly effective. For example, evoking sadness paired with the prospect of positive change can motivate donors to take action. The key is to ensure that negative emotions do not dominate and overwhelm potential donors.

Practical Implications for Fundraisers

The study’s findings have important implications for fundraising practices. Campaigns based on pride tend to be more effective than those using shame. Therefore, fundraisers should focus on highlighting the positive impact of donations and conveying to donors that they are making a valuable contribution. At the same time, negative emotions like shame or sadness should be used carefully to strike a balance between urgency and positive affirmation.

These insights can be well-applied in storytelling: The story of the beneficiary initially evokes negative emotions (shame, sadness, etc.), but as the plot unfolds, the hero finds hope and ultimately solves their problem, creating positive emotions (hope, pride, etc.). In donation appeals, shame or sadness can also be combined with positive feelings.

Pride as the Key to Successful Fundraising

The study by Naini and Dang makes it clear that pride can play a central role in fundraising. Pride gives donors the feeling of doing something good and boosts their self-confidence. While negative emotions like shame can be useful in certain cases, their impact is often less sustainable and more risky. Fundraising campaigns should therefore focus more on positive emotions to not only increase donations but also attract long-term supporters.

By instilling pride in donors and simultaneously conveying the urgency of the cause, fundraisers can build an emotional connection that extends beyond a one-time donation and leads to lasting engagement.