Every December, nonprofits work tirelessly to stand out in the season of giving. But while competition for donor attention keeps rising, the core question stays the same: what truly motivates someone to give?
Psychologists have long studied this pattern. As Psychology Today notes, generosity surges during the holidays because cultural rituals, social cues, and emotional reflection all align. People feel connected, empathetic, and inspired to act – especially when reminded of the values they want to live by.
This article breaks down the behavioural science behind giving: why people donate when they do, what messages trigger action, and how to turn those moments of generosity into lasting relationships. Use it as a playbook to design more effective, evidence-based year-end campaigns.
The data is clear:
As Psychology Today explains, the year’s end acts as a moral reset point: people naturally reflect on how they lived and seek to reaffirm their values through giving. December taps into three drivers:
Research from UC Berkeley’s Greater Good Science Center further shows that generosity activates the brain’s reward and bonding systems, creating feelings of happiness and belonging that make people want to give again. Add social reinforcement, emotional storytelling, and tax benefits, and it’s no wonder the last weeks of the year account for over a third of most nonprofits’ annual revenue.
But motivation isn’t automatic. You have to activate it and keep it alive after the holidays.
Here are five principles from behavioural science that can supercharge your season of giving campaign. Each one includes practical applications and examples you can copy today.
People are wired to return generosity. When you show them what their support already made possible, they’re more likely to act again.
How to use it:
Open your email or post with impact before your ask.
“Because of supporters like you, 1,200 families received healthy meals this year. Here’s Maria’s story…”
Copy idea:
“You made hope possible last year. Let’s do it again – together.”
According to the GGSC’s research, people experience a “warm glow” after giving, or a positive emotional feedback loop that builds loyalty. Start every appeal by reminding donors of the good they’ve already done, and you re-trigger that reward response.
Olive tip: If you’re running a card-linked or recurring giving program, thank participants first. Then show how “set-and-forget” giving multiplies that same impact month after month.
When people see others giving, it validates their own decision to join. This is social proof, one of the strongest triggers for conversion.
How to use it:
Copy idea:
“You’re in good company – hundreds of neighbours have already joined our holiday campaign.”
UC Berkeley’s generosity study found that giving spreads through social networks. In other words, seeing generosity activates the same empathy and reward circuits in others, creating a contagion effect. When you display participation publicly, you’re literally making generosity “catch on.”
Tip: Use live donation feeds or automated progress bars to keep momentum visible.
Urgency works, but only when it’s genuine. During the giving season, legitimate time constraints (tax deadlines, campaign cutoffs, or limited matching gifts) can double conversion rates.
How to use it:
Copy idea:
“There’s still time – just 48 hours left to make your 2025 tax-deductible impact.”
Tip: Avoid false scarcity. Trust matters more than clicks. Be transparent about what happens when the clock runs out (e.g., funds shift to next year’s program).
People love to see progress. It triggers a sense of contribution and shared ownership.
How to use it:
Copy idea:
“Every gift fills our thermometer and every $25 helps one child stay warm this winter.”
Olive tip: Automate progress notifications. Small updates (“We hit 50%!”) make your campaign feel alive and collaborative. Learn more about how card-linking can improve communications efforts during a fundraising campaign.
Most people don’t give because of data, they give because of identity. They want their values reflected back to them.
How to use it:
Tailor language to align with who the donor already believes they are.
“As a parent, you understand how hard it is when a child goes hungry.”
“As someone who believes in environmental sustainability, your voice matters now.”
Copy idea:
“You’re part of a community that believes education should never depend on income.”
Pro tip:
Segment donor lists around shared values or past giving causes. Personalization increases response rates by 26% or more, and makes every message feel like it’s written just for them.
When combining these principles, structure your appeals around a framework called AIDA, which stands for Attention, Interest, Desire, Action.
Here’s how that looks in practice:
Attention:
Open with a story, image, or statistic that makes readers stop scrolling.
“1 in 4 children in our community goes to bed hungry.”
Interest:
Connect to shared values.
“As a parent, you know what it means to want your child to thrive.”
Desire:
Paint a clear picture of impact.
“Your $50 provides weekend food backpacks for one child for an entire month.”
Action:
Make giving immediate and easy.
“Click below to feed a child today.”
[Give Now Button]
You can use this format for email, SMS, or social captions. It converts because it mirrors how people make decisions: see, feel, act.
The real win of the giving season isn’t just December revenue – it’s January retention.
After your campaign, follow up within 48 hours with a personalized thank-you page and a clear next step:
“Your gift just helped a student like Sarah start the semester with confidence. Would you like to make this impact monthly?”
Then, invite donors to:
Both options lower friction and create habit loops that last all year.
Track weekly metrics to gauge motivation and conversion:
For a deeper look at tracking, see the campaign strategy framework for growth-focused nonprofits.
Behavioral science proves that giving is both emotional and rational. Donors respond when your campaign:
As the Greater Good Science Center’s research confirms, generosity is a virtuous cycle. When donors feel emotionally rewarded and socially connected, they give more often and with greater joy.
Use these principles to inspire (not pressure!) donors. Combine empathy with data, and you’ll not only hit your year-end targets, but also build the foundation for sustainable, automated giving into the new year.
Ready to extend your giving season throughout the year? To explore recurring or card-linked giving technology, book a short consult with Olive.