The Fundraiser’s Superpower: Mastering Empathy to Inspire Giving

Ask any seasoned fundraiser the one trait that separates good from great—and they’ll likely say the same word: empathy.

But empathy isn’t just a nice-to-have. It’s not a soft skill. It’s a strategic advantage grounded in the science of emotional intelligence. And in a world saturated with asks, emails, and endless “urgent” appeals, empathy cuts through the noise—because it makes people feel seen.

Why Empathy Matters More Than Ever

According to The Edelman Trust Barometer, people today trust nonprofit organizations more than governments and businesses. But that trust is fragile. Donors are increasingly skeptical, overwhelmed, and uncertain about where their gifts will make a difference.

That’s where empathy comes in. When a donor senses you genuinely care about their motivations, concerns, and values, you begin to build emotional safety—a key condition for generosity.

Empathy says:

“I’m not here to pressure you. I’m here to understand you.”

And that shift—from persuasion to understanding—is what inspires giving that’s both authentic and lasting.

What Empathy Looks Like in Action

Empathy isn’t just about feeling warm inside. It’s a discipline. One that requires emotional awareness, self-regulation, and curiosity. It sounds like this:

“Tell me what led you to care about this cause.”
“How did you first get connected with our mission?”
“What kind of impact do you want to see in the world?”

These aren’t throwaway questions. They’re the doors to the donor’s heart.

When you ask and listen—really listen—you’re doing more than collecting information. You’re reflecting respect, affirming identity, and co-creating meaning. That’s what empathy looks like in practice.

And it’s not just theoretical. Studies from institutions like Greater Good Science Center show that empathic connection increases both emotional satisfaction and the likelihood of future giving.

Empathy ≠ Agreement

A quick clarification: empathy doesn’t mean you agree with everything a donor says. It means you’re willing to understand their point of view, without judgment or defensiveness.

Fundraisers with high emotional intelligence know how to sit with discomfort. They can hear hesitation, concern, even criticism—and respond with curiosity rather than control. That’s how trust grows.

Start with Empathy, Stay with Heart

Empathy isn’t just the opener to a gift conversation—it’s the throughline. It shows up in how you follow up, how you steward, how you thank, and how you keep showing up even when no gift is on the table.

In Start with Heart, I wrote about empathy as the most underutilized skill in fundraising. Not because people don’t care—but because they don’t practice it intentionally.

If we want to elevate fundraising, we need to elevate our ability to empathize. Not performatively. Not mechanically. But genuinely.

That’s how you become a fundraiser worth remembering.

And more importantly, a person worth trusting.

Dr. Bill Crouch is the former President of Georgetown College and a longtime fundraising consultant, speaker, and author. His new book, Start with Heart: The Secret Power of Emotions to Catalyze Fundraising Results, invites nonprofit professionals to reimagine fundraising through the lens of emotional intelligence.