Why Empathy and Creativity Are the Keys to Raising More Money

An essential nonprofit fundraising strategy, empathy isn’t just a lofty ideal — it’s a practical, powerful tool. Used well, it’s one of the best ways to engage and connect meaningfully with your constituents. 

The art of sustainable fundraising is much more than pitch and close though. It’s about presence, listening, and sincere curiosity about another person’s life.

When you ask questions and truly listen to the answers, you create space for a richer dialogue. That openness doesn’t just deepen understanding — it sparks creativity, which fuels joy and enthusiasm. Bring that energy into your donor relationships, and the ripple effects can transform both your work and theirs.

The Science of Empathy in Fundraising

There are two kinds of empathy:

• Emotional empathy. Feeling what someone else feels.
• Cognitive empathy. Understanding what someone else thinks and why.

Both matter, but research shows those who excel at cognitive empathy are more likely to feel positive and become creative.

This is good news for fundraisers who may not consider themselves naturally emotional. Empathy in philanthropy isn’t about feeling all the feelings. It’s about pausing to understand, listening and thinking.

When you view the world through a donor’s eyes, you connect on a deeper level. I encourage every fundraiser to carry this question with you: “How might this person’s behavior make perfect sense?”

Ask it when something surprises, confuses or frustrates you. Then dig deeper:

• What experiences may have shaped their views?
• What do they long for, and why?
• Can I help them find what they seek?
• Is there a shared goal we can focus on together?

These aren’t just thought exercises. They are keys to alignment. When you understand what your donor truly wants — meaning, impact, belonging, legacy, etc. — you can shape a shared path forward.

Why Meaning Matters in Philanthropy

At base, people seek purpose. Viktor E. Frankl, the psychologist and Holocaust survivor, wrote in “Man’s Search for Meaning”: “Humans are driven by a will to establish meaning in their lives. They need purpose.”

Giving is one way people seek — and receive — meaning. But when nonprofits accept donations without returning meaning — by not showing donors the tangible good they made possible — trust is broken. The relationship fails to thrive.

If you want to raise more money and retain more donors, meet their emotional expectations. Understand what donors need from you — and deliver it consistently.

Creativity That Builds Donor Connection

What if your best fundraising tool wasn’t a strategy, but a moment of genuine recognition?

Penelope Burk, author of “Donor-Centered Fundraising,” has said the No. 1 thing donors want is evidence they’re known and appreciated. Or, as she puts it: “Show ’em that you know ’em.”

This is where empathy turns into creativity. When you listen well, you notice the details that allow you to respond with thoughtful, imaginative gestures. These actions — though sometimes small — show people they matter. Some call this “clairaudience,” or the art of hearing what’s in someone’s heart. It’s not magic, but paying close enough attention to perceive what others might miss. 

Examples of donor insights you can respond to creatively include:

• Gift a small potted plant or seed packet to a donor who loves to garden. 
• Share an appropriate recipe or local restaurant suggestion to a donor who is vegan.
• Follow up a related article or podcast after a donor mentions they’re reading a book on social movements.
• Send a nonprofit-branded baby onesie to a donor who just had a grandchild. Add a note that says, “You’re helping build a better world for this little one.”

These are not transactions. They’re acknowledgments. Reflecting a donor’s values back to them creates trust, loyalty and repeat giving. In fact, Adrian Sargeant, donor retention expert and co-author of “Building Donor Loyalty,” identifies donor connection as one of the core drivers of retention and long-term commitment.

Practicing Empathy and Creativity

Empathy and creativity aren’t fixed traits. Both can be cultivated. The more you practice perspective-taking, the more natural it becomes. Here are some ways to strengthen your empathic muscles:

• Read widely. Fiction, nonfiction, articles, essays — step into others’ lives.
• Attend plays, concerts and films. These offer powerful new perspectives.
• Listen to podcasts and radio. Seek out voices outside your usual circles.
• Take courses. Explore cultures, psychology, communication, philanthropy, etc.
• Volunteer. Broaden your worldview by working alongside people you wouldn’t otherwise meet.
• Join diverse groups. See what others value in faith-based, civic or professional settings.
• Practice validation. Let people know you’ve heard and understood them.

In order to become a more effective communicator, fundraiser and change agent, ask yourself often: “If I were in this person’s shoes, what would I want to hear, see or feel? What might help me feel safe — or inspired to act?”

This practice builds empathy, strengthens creativity, and ultimately leads to greater well-being — for you and those you serve.

Fundraising Works Best as Partnership

Too often, fundraising is framed as persuasion — convincing someone to do something they might not otherwise do. But fundraising works best as partnership.

Instead of asking, “How do I get this person to give?” ask, “How can I help this person do something deeply meaningful to them — through us?”

This is what effective philanthropy facilitators do. They create a win-win exchange between donor purpose and organizational mission. The result is giving that feels joyful, sustainable, and transformational.

Putting Empathy Into Action

Here’s how you can start weaving empathy and creativity into donor work:

1. Pause and listen. Before each meeting, email or call, ask: “What do I know about this person? What do they care about?”
2. Get curious. Ask open-ended questions and listen closely.
3. Reflect. Show them you heard in small, specific ways.
4. Connect creatively. Use personalized details to tailor your follow-up.
5. Close the loop. Report back on impact so donors feel their gift made a difference.
6. Repeat. Relationship-building is ongoing, but each moment of connection builds trust.

Fundraising, at its best, is not a transaction. It’s a happy co-creation. It begins with empathy, blossoms with creativity and flourishes when you deliver meaning.

Get curious. Get creative. Deliver on your promise to partner in purpose. When empathy leads, everyone wins.

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.