No two donors think exactly alike. But when you understand the mind behind the money, you’re in a better position to craft messages that hit both the head and the heart.
From sparking empathy to showcasing impact, there are various mental shortcuts and emotional triggers that push people from intention to action. And the more your appeals align with how the brain actually works, the more natural (and rewarding) the act of giving becomes.
Put simply, when you find ways to connect with both logic and emotion, giving becomes a no-brainer.
The head and the heart: understanding donor motivation
You likely already know firsthand that there isn’t a single appeal formula that resonates with everybody. That’s because people are unique — and so are the psychological drivers that push them to donate.
However, emerging research suggests that donors tend to show different patterns in how they process decisions. While these are interconnected processes that most people use together, many donors lean toward either empathy-leading or analysis-leading approaches.
- Analysis-leading: These donors approach giving with systematic evaluation, wanting to understand the problem and how their donation contributes to an effective solution.
- Empathy-leading: These donors often respond strongly to emotional connections, with decisions frequently sparked by personal stories or images that evoke compassion.
Colloquially speaking, you could say that decisions are driven by the head or heart.
Trigger these 4 cognitive responses
How can you create donor appeals that resonate with people who are motivated by different triggers? Neuroscience has some guidance.
Think of empathy-leading and analysis-leading as broad categories. Within each, there are specific influencing mechanisms that nudge your supporters to contribute.
1. The reward system
Category: Universal (affects all donors)
Part of the brain involved: brain reward regions, such as the ventral striatum or the ventral tegmental area (although results vary by study). Regions like these light up when we anticipate or experience something enjoyable — such as the act of giving.
How it works: Giving just feels good, and science backs this up. Giving activates the regions of the brain associated with pleasure, triggering what’s often described as a “warm glow” feeling. Even better? These warm feelings last longer than material satisfaction.
When this region is engaged, the brain releases the feel-good neurotransmitter, dopamine. It also releases oxytocin, commonly called the “love hormone” because it facilitates feelings of trust and empathy. These responses not only make giving enjoyable in the moment, but also encourage repeat donations — because the brain starts to associate giving with positive emotions.
How to use this in your messaging:
- Highlight the immediate impact of a donation so donors can feel the effect right away.
Example: “Your $25 gift today provides blankets for three families affected by the storm.”
- Show social proof, such as how many others are giving, to amplify the positive emotional response.
Example: “Join the 1,200 people who have already helped rebuild homes this month.”
- Send timely confirmation and thank-you messages to fuel the “warm glow.”
Example: “Thank you! Your donation just provided clean water to a family in need.”
- Use celebratory or positive language that emphasizes the satisfaction and joy of helping.
Example: “You’re making a difference! Because of your generosity, communities are taking steps toward recovery.”
2. The empathy process
Category: Empathy-leading
Part of the brain involved: the anterior insular cortex, a region that automatically processes the emotional states of others and helps us feel what someone else is experiencing.
How it works: The empathy process is all about appeals that strike a chord with supporters. When donors see someone in need — in a story, photo, or video — the anterior insular cortex helps them form an immediate emotional connection.
This connection can drive fast, compassionate giving, especially when the need is personal or tangible for the donor. While empathy alone isn’t the only factor in donation decisions, research shows that appeals that trigger strong emotional responses — particularly those that foster hopeful feelings — are more likely to inspire action.
How to use this in your messaging:
- Share personal stories with names and faces to make the need feel real.
Example: “Meet Maria, a 7-year-old who dreams of going to school every day.”
- Use photos and videos to show real people affected by the cause.
Example: A short video clip of volunteers helping a community recover after a wildfire.
- Highlight immediate, tangible ways the donation can help.
Example: “Just $10 provides a week of meals for a child in need.”
- Use emotional language that connects with feelings, without being manipulative.
Example: “Your support can bring hope and comfort to someone who feels forgotten.”
3. The perspective-taking process
Category: Analysis-leading
Part of the brain involved: the temporoparietal junction, which helps people evaluate other people's situations, consider different viewpoints, and assess the effectiveness of helping.
How it works: There's little that can be more motivating than stepping into somebody else's shoes, and that's exactly what's happening with this neural process. When the temporoparietal junction is active, donors don't just feel for others — they cognitively evaluate the situation, weigh different outcomes, and figure out the best way to help through logical reasoning.
Neuroscience research shows that higher activity in this region is linked to increased prosocial behavior, including charitable giving. It links empathy to reason, leading to thoughtful and intentional giving.
Effective appeals will:
- Provide clear explanations of how programs work.
Example: “Our mobile clinic visits three neighborhoods each week to provide vaccines to children.”
- Highlight the effectiveness of solutions with real outcomes.
Example: “Last year, 92% of students in our literacy program improved their reading level by a full grade.”
- Show systematic approaches to solving problems.
Example: “Each donation supports our step-by-step disaster recovery plan, from immediate relief to long-term rebuilding.”
- Offer transparency about operations and impact.
Example: “Here’s how every dollar is spent: 80% on direct services, 15% on program support, and 5% on administration.”
4. The attention-shifting process
Category: Analysis-leading
Part of the brain involved: brain networks involved in attention control (specific regions are still being researched)
How it works: This process helps redirect focus from self-interest to others’ needs, which is a crucial mental shift for more generous behavior.
When this region is engaged, the brain minimizes the typical self-focused thoughts and self-interested impulses. This allows the person to shift their focus to other people and better understand how their actions can benefit someone else.
How to use this in your messaging:
- Frame impact on recipients, not donor cost.
Example: "Provide meals for three families" instead of "Donate $50."
- Use imagery that directs attention to beneficiaries.
Example: Feature photos of recipients prominently on your CampaignPage.
- Guide attention from action to impact.
Example: “Donate now to ensure help reaches those in need today.”
- Remove unnecessary distractions.
Example: Avoid lengthy instructions or multiple competing requests on the same page.
Deciding whether or not to donate isn’t a snap decision — there’s a lot going on in the brain. Understanding these different cognitive processes can help you connect more effectively with your donors and, in turn, boost your revenue and results. Even better, you don’t need a medical degree in neuroscience to put them to use.
Read next: The psychological signals that drive 3‑second donor decisions
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