You’ve probably heard it said that fundraising is both art and science. But too often, we obsess over the science—metrics, models, moves management—and forget the art. Or more precisely, we forget the artist: the emotionally intelligent human being at the center of every meaningful gift.
In my decades working with nonprofits across the country, from college campuses to community foundations, I’ve learned a simple truth: people give to people. And people trust people who know how to feel. The most effective fundraisers I’ve ever worked with weren’t just smart or strategic. They were emotionally intelligent.
Let me explain.
Emotional Intelligence Is the Fundraiser’s Advantage
At its core, emotional intelligence is the ability to recognize, understand, and manage your own emotions—and to recognize, understand, and influence the emotions of others. That might sound soft or squishy. But in our world, it’s nothing less than a superpower.
Want to know why a donor gives a transformational gift? It’s not just because of a tax benefit. It’s because something inside them moved.
And what moved them?
A feeling.
A story.
A sense of connection.
A human experience.
When fundraisers develop emotional intelligence, they become more than just professionals. They become guides. They sense when to ask questions and when to listen. They read the room. They pay attention to tone, body language, hesitation, hope, fear. They show up as whole people—and they invite the donor to do the same.
Logic Leads to Conclusions. Emotion Leads to Action.
We like to think of ourselves as logical creatures. But neuroscience says otherwise. Brain scans show that emotions come first—and decisions follow. That includes decisions about giving.
I once worked with a college donor who had the capacity to give a large gift, but never had. One day, in a quiet moment during a campus tour, he stopped and said, “You know what really changed my life? That professor who saw something in me before I saw it in myself.”
That wasn’t a gift-making moment. It was a gift-feeling moment.
What followed—when we created a fund in that professor’s honor—was just a formal response to an emotional realization. But none of it would’ve happened if we hadn’t slowed down, listened deeply, and let his heart lead.
Emotional Intelligence Is Learnable—and Worth the Investment
The best part? Emotional intelligence isn’t fixed. It’s developable.
Fundraisers can learn to:
- Practice empathy more deeply.
- Regulate their own emotions under pressure.
- Tune in to donor cues—verbal and nonverbal.
- Understand what truly motivates giving (it’s usually not what you think).
If you’re a fundraiser, I challenge you: spend time not just on your pitch, but on your presence. The quality of your presence—how you show up emotionally—is what creates safety, trust, and eventually, generosity.
And if you’re leading a team, ask yourself: Am I hiring for emotional intelligence? Am I modeling it? Am I training for it?
Start with Heart
I titled my latest book Start with Heart because I believe that’s what great fundraising requires. Start with numbers and you might get a gift. Start with heart and you might change a life—maybe even your own.
The future of fundraising won’t belong to the slickest campaign or the flashiest event. It will belong to those who know how to connect, one-on-one, human-to-human, emotion-to-emotion.
That’s not fluff. That’s how you build trust, how you deepen commitment, and how you invite donors into a cause they can believe in with their whole selves.
So let’s stop pretending fundraising is just science.
Let’s remember the art.
And let’s elevate the artist—the emotionally intelligent fundraiser who makes it all possible.
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.
Related Resources:
- What We Should Value More: Fundraisers Who Are Reluctant Askers
- 4 Ways Your Assumptions about Major Donors Are Hurting Your Fundraising
- You Don’t Need Data, You Need Actionable Intelligence
- The 6 Core Elements of a Well-Told, Well-Executed Donor Fundraising Story