4 Examples of How Empathy in Fundraising Builds Donor Trust

Fundraising success is rooted not just in strategy but in human connection. One trait that consistently separates good fundraisers from great ones is empathy, according to MarketSmart. 

At its core, empathy means understanding a donor’s perspective without judgment. It allows fundraisers to connect with a donor’s reasons for giving, foster emotional bonds and strengthen trust.

When donors feel understood and valued, trust follows — and that trust often leads to greater generosity. Listening with empathy reflects respect, affirms identity and builds meaning into every interaction. While empathy isn’t the only ingredient in fundraising, it’s essential for creating lasting donor engagement.

Empathy is one of the primary motivators of donor behavior, according to DonorPerfect. Stories that highlight the human impact of giving help donors feel connected and understood. 

Within the donor cycle, empathy enables fundraisers to identify and qualify prospects, cultivate relationships, make thoughtful asks and steward donors toward their next gift. The most effective fundraisers put themselves in their donors’ position, sharing stories that resonate and acknowledging that donors — like all of us — face their own struggles

As Bloomerang advised: “Do not just think about what you can or cannot get from another person. Think about what you can give.”

4 Real-Life Examples of Empathy in Nonprofit Work

Empathy — which I find to be my strongest personality trait — has served me well in my career. These four examples from my career illustrate how empathy can shape outcomes across different areas of nonprofit work.

1. Supporting Leadership Through Discomfort

As a hospital’s chief development officer, I encouraged the president to solicit a significant gift. He was visibly uncomfortable with the idea. Rather than pressuring him, I reframed the role: He would simply share the emotional story of our mission. We rehearsed together, and the solicitation succeeded. That experience built his confidence to join future asks.

2. Coaching Staff With Care

As vice president of development, managing more than 20 staff, I held individual meetings, monthly team sessions, and had an open-door policy before the workday began. This approach allowed me to understand each person’s style and challenges. Using a coaching mindset, I built trust and motivation that helped staff grow and strengthened team performance.

3. Matching Board Members to Purpose

When serving as president of a hospital foundation, I built a board that represented the community. Using my experience directing boards and serving on board, I created the vision for both the strategic and operational board plans, and recruited member by aligning their strengths and motivations with organizational needs. By ensuring board members felt their service was purposeful and rewarding, we created a culture where giving time, talent and treasure felt joyful — not obligatory.

In another scenario, a leader asked me to intervene with a struggling advisory board when I was working with Salvation Army Corps officers as an executive director for a statewide organization. I met personally with each member, listened to their concerns, and helped rebuild the board’s structure and select new leadership. That process restored trust and gave the officer renewed confidence.

4. Respecting Donors’ Timing and Circumstances

During a children’s hospital campaign when I was the capital campaign director, a donor pledged a multimillion-dollar gift just before the economy collapsed. In an emotional conversation, he explained he might need to delay or cancel. I told him I understood and gave him space. Months later, as conditions improved, he recommitted to the gift. By prioritizing empathy over pressure, the relationship — and the pledge — were preserved.

When applied with care, empathy builds trust, fosters loyalty, and creates connections that last far beyond a single campaign. Empathy is not only a human trait — it’s a professional superpower.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.