Why Your Donors Aren’t Giving (And What To Do About It)
By Sandra Davis, CEO & Founder of Donorly
Every fundraiser knows this moment: You’ve poured time and care into a campaign. The messaging is strong, the emails are out, the social posts are live—and…crickets.
The donations don’t roll in the way you expected.
You start questioning everything:
Are donors disengaged?
Did the message miss the mark?
Is our mission not as compelling as we thought?
Here’s a truth I’ve learned over years of campaign work:
Sometimes, the problem isn’t what you’re saying. It’s what your donors are feeling—deep down, often without realizing it.
The reason donors hesitate often lies deeper — inside their own brains.
Loss Aversion: The Invisible Barrier We Don’t Talk About Enough
There’s a powerful principle from behavioral science that shows up in fundraising all the time: loss aversion.
Our brains are wired to fear loss more than we value gain. In simple terms, losing $20 feels worse than the joy of finding $20 feels good.
Why?
Because loss once meant danger—losing food, shelter, safety. Even though most of us aren’t facing those daily threats today, our brains haven’t updated the programming.
So when a donor sees your appeal—no matter how compelling—they’re not just weighing “do I want to support this?”
They’re also feeling, often unconsciously: Can I afford to lose this money right now?
Even the most mission-aligned supporters are quietly wrestling with that tension.
For donors, loss aversion can mean that even when they care deeply about your cause, the idea of parting with their hard-earned money triggers a deep, often unconscious, hesitation.
The Science Behind It
In 1979, psychologists Daniel Kahneman and Amos Tversky introduced Prospect Theory, challenging the old belief that humans make rational decisions based on maximizing benefit.
Instead, they proved that how we frame choices—and how we feel about potential losses—deeply influences decision-making.
This wasn’t just an academic insight. For those of us in fundraising, it was a game-changer.
We’re not just writing messages. We’re writing into people’s fear of losing control, security, or certainty—even when they care about our cause.
How This Shows Up in Everyday Fundraising
Loss aversion is why a donor might read your beautifully crafted appeal, even nod along with it—and still not give.
It’s why people abandon donation forms.
It’s why someone who gave $100 last year suddenly gives nothing this year.
It’s not always a reflection of their values. Often, it’s about fear.
Fear of less. Fear of instability. Fear of making a financial choice they’ll regret.
Even when donors believe passionately in your mission, these fears create an invisible wall.
So What Can We Do About It?
The good news? Knowing how loss aversion works gives you a powerful tool to help donors move from hesitation to action.
As fundraisers, we can’t eliminate loss aversion. But we can design around it.
Here’s how:
1. Shift the Narrative from “Gain” to “Loss Avoidance”
We often say things like “Your $100 provides clean water.” That’s a wonderful gain.
But remember: the brain is more motivated by loss.
Try showing what’s at stake instead:
“Without your help, families will go without clean water.”
It’s a subtle shift, but it taps into the part of the brain that wants to protect and prevent harm.
2. Use Authentic Urgency to Trigger Action
When there’s a real deadline, our brains move faster.
Not because we love pressure—but because we hate missing out.
Use countdowns, matches, or campaign end dates when they’re real and meaningful. For example: “We’re $2,000 away from unlocking a $10,000 match by midnight.”
That urgency works because it signals a loss if we don’t act—not just a missed opportunity.
3. Make Giving Feel Safe and Simple
A complicated donation process amplifies loss aversion.
If the form feels risky, confusing, or long, the donor’s brain goes: too hard, too uncertain—don’t do it.
Simplify your forms. Offer trusted payment options. Show security badges.
And don’t underestimate the power of one reassuring line like: “Your gift always appreciated.”
4. Show Both the Impact and the Stakes
Share the real stories—those you’ve helped and those who still need help.
We don’t need to use fear tactics. But honesty about what’s at stake matters.
Donors deserve to know the cost of inaction—not just the benefit of giving.
5. Strengthen the Relationship Outside of the Ask
Loss aversion is strongest when trust is weak.
If a donor only hears from you when you need money, it’s easy for them to feel like giving is a risk.
But if they’ve heard stories, seen updates, gotten thank-you notes, and feel like part of a community?
They know what their gift really means. They feel safe giving again.
That’s what we help build at Donorly—systems that nurture long-term donor relationships, not one-off transactions.
Loss Aversion Can Show Up After a Gift, Too
Sometimes, donors give—and then second-guess it.
Maybe the thank-you took too long. Maybe the confirmation page was confusing.
To reduce that post-gift regret:
Offer flexible giving (monthly options, refunds if needed)
Communicate clearly about where the money goesSend gratitude right away
That builds trust. And trust is what gets donors to come back.
My Take, After Two Decades in This Work
I’ve felt loss aversion myself. I’ve hesitated on gifts to causes I care deeply about.
So when I see a donor hesitate, I don’t judge.
I ask: What would make this feel easier? Safer? More certain?
Fundraising isn’t just about writing better emails. It’s about understanding the brain—and the heart.
When we meet donors where they are, we stop chasing dollars and start building connection.
That’s what makes this work worth doing.
