Charities should focus on “engaging and enjoyable” gaming for good campaigning and psychological techniques to “create emotional connections” as they look to improve their engagement with donors, according to a report.

It says that by adopting psychological “behavioural marketing techniques” charities can boost their relationships with donors and “drive contributions”.

This includes using more personal narratives in charities’ storytelling that can create an “identifiable victim effect” that is creates “emotional connections that resonate with donors”.

“By sharing compelling stories of individuals impacted by their work, charities can evoke empathy and motivate donations, says the report by behavioural marketing agency Reflect Digital.

Gaming for Good

Charities can also bolster their connection to donors by should by embracing online gaming for good initiatives, such as streaming marathons among gamers.

This ensures charities “can make giving more engaging and enjoyable, which in turn can boost donor retention and increase the frequency of contributions”.

Other psychological techniques charities are being urged to adopt include anchoring by setting targets and default donation amounts that can make a tangible difference to people’s lives.

This can help to “guide donor decisions, subtly encouraging higher contributions”.

Cost-of-living concerns

Charities also need to ensure they understand the psychological impact of the cost of living crisis on donors, including the financial pressures they face and opportunities it creates around giving.

Reflect Digital says that financial pressures have led to a shift in donor behaviour which “offers opportunities for organisations to adapt and innovate”.

It details how while fewer people in the UK are giving “those who do are giving more”.

“Charities must recognise this trend and focus on nurturing relationships with regular donors while also finding ways to attract new supporters who may be motivated by a desire to help others in need,” states its report.

It also points out the importance of using different campaigning for different demographics, which younger donors preferring to give to health and children’s charities, while older donors “prefer causes related to diseases and animal welfare”.

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