Summary: Many nonprofit leaders think event giving is somewhat random and unpredictable. In reality, fundraising at events is so successful because it’s backed up by behavioral science that supports decision making. In this article, we’ll discuss the science of event giving without getting scientific so you can make small changes that pay big dividends.
When it comes to charitable giving, people often want to think about it and decide to donate later. But many donors at events will give immediately.
This isn’t a random occurrence. It’s behavioral science that follows natural human decision-making patterns.
Emotions are stirred, friction is removed, social validation is given, donors ride the emotional high into positive action, and the process of giving is made simple to enable donations in the moment.
Small nonprofits that have a very basic understanding of the science behind event giving can design fundraising moments that are ethical, effective, and rewarding.
How Emotion Increases Generosity
Giving is driven more by emotion than logic and reasoning. If it feels right, you don’t spend much time thinking about it. You just do it. The emotions of the moment remove friction caused by overanalyzing, which allows for a faster decision.
Stories are more effective at stirring emotions than statistics. The challenges of a single character or beneficiary are more powerful than many abstract characters, while videos and images trigger emotion and empathy more powerfully than words.
When people see, feel, and connect, they take action.
Hot State vs. Cold State Decision Gap
People in a cold state – calm, rational, and logical – are more likely to look at the data and weigh pros and cons.
People in a hot state – an emotional state driven by excitement, empathy, desire to help, etc. – make decisions somewhat impulsively. Think “heat of the moment.” They want to help right now.
If you ask for a gift right after sharing a heartwarming story (not a statistic), you’re more likely to inspire someone to give on the spot.
Herd Behavior
When people are unsure or uncertain, they tend to subconsciously follow the group. They want to participate in what others are doing and seek social validation for their actions.
When people feel connected to people who are highly engaged and regular donors, they’re more likely to give, especially when they see others take action.
Commitment and Consistency Principal
This refers to an individual’s psychological need to act in a way that’s consistent with past behaviors and their perception as a giving person. In other words, they live up to their original commitment.
Nonprofits should reference a donor’s presence at an event, which speaks to their commitment. Signing a petition, wearing a ribbon, and participating in a charity walk are other forms of commitment. A donation would be another commitment that helps maintain consistency.
The Power of Immediate Feedback
When outcomes are visible, dopamine is released. This happens when you expect a reward or positive impact from your actions.
Immediate feedback, like announcing live fundraising totals, thanking donors, and sending instant confirmation messages via email and text, reinforce these feelings, validate impact, and lead to repeat behaviors.
Trust Signals in Physical Spaces
Humans trust people and organizations more when they’re physically present. This is a major advantage of event giving over email and social media campaigns.
Build on that in-person trust by introducing event attendees to staff, leadership, and board members. Invite them to ask questions and take advantage of these opportunities to learn more about your donors.
Ethical Design: Influence vs. Manipulation
Event giving is not about securing a donation because of pressure or guilt. It’s not about convincing people to do something they don’t want to do. It’s not about using deception or exploiting people in a vulnerable state.
Event giving is about asking people to support a worthy cause in an ethical way. It’s about asking them to give based on a deeper understanding of and connection to your mission and its impact. Ethical event giving respects the autonomy and privacy of each individual.
This approach strengthens the credibility and trustworthiness of your nonprofit as an organization worth supporting.
Giving on the spot at events doesn’t happen by accident. Nonprofits that understand the science of human behavior and decision making can make subtle changes to event presentations that increase trust, clarity, and confidence. Make it easier to give on the spot with online donation forms that can be accessed with a tablet or QR code.
