5 Smart Fundraising Tactics That Use Donor Psychology to Boost Results
By Sandra Davis, CEO & Founder of Donorly
You’re about to make a gift to your favorite cause, you click on the campaign page, and you see that the amount raised so far is... well, minimal? Maybe 2% of a $50,000 goal? You care about the cause, but in that moment, do you feel compelled to donate—or hesitant?
Now imagine that same campaign, but it’s already 75% of the way to its goal. Suddenly, your response shifts. “They’re almost there—maybe my gift can help push them across the finish line!”
That’s the power of a behavioral principle called the Endowed Progress Effect—and when used thoughtfully, it can turn a hesitant donor into an enthusiastic one.
At Donorly, we talk often with our nonprofit clients about what actually moves people to give. And the answer is rarely just about mission or messaging alone. It’s about motivation. Human psychology. A sense of movement and momentum.
Let’s unpack how this works—and how you can use it to inspire deeper, more joyful giving.
What Is the Endowed Progress Effect?
In behavioral science, the Endowed Progress Effect refers to our tendency to work harder toward completing a task when we feel we’ve already made progress. The progress doesn’t even have to be earned—it just has to feel real.
A now-famous study from marketing researchers Joseph Nunes and Xavier Dreze tested this with car wash punch cards. One group received a card requiring 8 stamps to get a free wash. The other got a 10-stamp card—but with 2 stamps already filled in. Both groups had to make 8 purchases, but guess what? The group that received the “head start” was nearly twice as likely to complete the card.
Why? Because those two “free” stamps gave people the psychological boost of being 20% done already.
This same principle shows up everywhere—from loyalty programs and fitness apps to airline mile trackers and LinkedIn profile bars. And yes—fundraising campaigns.
Why It Works: The Brain Science Behind It
Several overlapping psychological concepts help explain why the Endowed Progress Effect is so powerful:
The Zeigarnik Effect: We’re more likely to remember and feel motivated to complete unfinished tasks. Your brain doesn’t like open loops.
Task Tension: We enjoy having something to work toward. That sense of anticipation, progress, and possibility keeps us engaged.
The Goal Gradient Effect: The closer we get to our goal, the more motivated we are to finish. That last stretch? It’s where the magic happens.
Progress—even perceived progress—triggers dopamine, the brain chemical associated with motivation and reward. And once someone has invested effort or resources, they’re more inclined to finish what they’ve started.
This doesn’t trap donors—it empowers them. It reminds them they’re not alone. Their gift is part of a broader effort. And that sense of belonging is deeply human.
When donors believe their support is actively moving the mission forward, giving shifts from obligation to opportunity.
What Endowed Progress Looks Like in Fundraising
Here’s how we see nonprofits using this principle to drive real results:
1. Never Start from Zero
Before launching a public campaign—especially a capital campaign—secure a significant portion of your goal through leadership gifts. Ideally, you’ll be at 60% or more before you go public. That head start signals success and inspires others to help finish the job.
2. Break Down Big Goals
A $100,000 campaign might feel overwhelming. But milestone messaging like “We just hit $25K—help us reach $50K!” makes progress feel tangible and achievable.
3. Use Thermometers and Progress Bars
These visuals offer instant clarity. Donors can literally see how close you are, and they’ll want to help move the needle.
4. Leverage Matches and Challenges
Matching gifts double the impact and the motivation. “We’ve unlocked $8,000 of a $10,000 match” tells donors their gift will go further and that others are giving, too.
5. Recognize Giving Tiers and Milestones
Tiered giving levels or membership circles gamify generosity. “Only $50 more to reach Gold status” or “Be our 100th monthly donor!” are small prompts with big psychological impact.
Be Ethical: Trust Is the Real Currency
A critical caveat: progress must be real. Donors are savvy—and they’re paying attention.
Misrepresenting your thermometer or fudging your totals is a breach of trust. Instead, plan ahead and preload your campaigns with actual early gifts. Celebrate real milestones. Set goals that stretch and inspire, but that remain achievable for your community.
Fundraising should never feel like desperation. It should feel like shared success.
Practical Ways to Activate the Endowed Progress Effect
Start applying these ideas to your next campaign with a few simple changes:
Launch with momentum. Pre-solicit lead gifts before going public. Don’t open your campaign at zero.
Use visual tools. Add progress bars, thermometers, or goal trackers to your website, emails, and donation pages.
Celebrate milestones publicly. On your website, in emails, or on social—highlight your progress and thank donors for helping get you there.
Tie progress to outcomes. Instead of “We’ve raised $25,000,” say “Thanks to you, we’ve funded three new arts residencies.”
Create structured giving levels. Tiered incentives and benefits provide mini-goals that keep people moving upward.
Frame your messaging around momentum. Phrases like “already halfway there,” “you helped us reach,” or “just $1,000 to go!” signal progress and invite action.
Recognize donors as catalysts. Publicly thank those who unlocked key milestones—it makes giving feel powerful, not peripheral.
My Perspective
Donorly partners with nonprofits across the country to build fundraising systems that are both data-driven and deeply human. And here’s what I know for sure: donors give more when they see that their gift moves something forward.
Fundraising success isn’t always about the biggest ask or the flashiest campaign. More often, it’s the small wins—those little nudges of progress—that spark generosity at scale.
When you reframe giving as an opportunity to help finish what’s already in motion, your donors feel powerful. And that sense of momentum fuels deeper relationships, stronger engagement, and lasting philanthropy.
So the next time you prepare to launch a campaign, remember:
Show that you’re already on your way.
Because in fundraising, momentum is useful and magnetic. And when donors see they’re part of the journey, they’ll surprise you with how far they’re willing to go.
