Fundraisers often assume major donors are motivated primarily by results—metrics, outcomes, and return on investment. But research tells a different story: meaning matters more.
When a donor sees a cause as part of their identity, giving becomes transformational. It’s no longer just about solving a problem—it’s about expressing who they are and what they stand for.
This idea is central to Meaningful Philanthropy by Jen Shang and Adrian Sargeant, whose research shows deeper gifts are rooted not in data, but in identity, ownership, and belonging. Shang, a philanthropic psychologist, and Sargeant, one of the world’s leading experts on donor behavior, argue that when giving is tied to a donor’s identity — who they believe themselves to be — it becomes far more powerful and long-lasting.
Let’s explore how to tap into this psychology and reframe fundraising around what truly drives lasting generosity.
Ask most fundraisers why major donors give, and you’ll likely hear a confident answer: “They want to see impact.” It’s a tidy, logical explanation. Yet it assumes these donors are primarily numbers-driven. Show them the cost per meal, the ROI of your programs, the percentage increase in lives changed, and the money will follow. Right?
Not always.
In truth, many major donors are driven more by meaning than metrics. Their giving isn’t just about fixing a problem; it’s about expressing who they are. Giving is a reflection of identity, values, and purpose. In fact, research shows high-net-worth donors often pursue philanthropy as a path to greater personal fulfillment. A way to feel their lives matter in ways beyond business success or wealth accumulation.
If you’re leading with data and outcomes alone, you may be missing the deeper motivator. It’s not just about solving presented problems, but about reinforcing the kind of person they believe they are or aspire to become. And they believe, because of their connections and resources, they’re able to achieve goals for the community the community can’t achieve on their own.
Heady, potent stuff.
So, what does it mean for a donor to own a problem? It’s not about financial control or decision-making power. It’s about emotional investment. Ownership happens when a donor feels a deep, personal connection to the cause. When they stop seeing the mission as your work and start seeing it as their work too. It’s no longer just a problem to be solved—it becomes their problem to solve.
This shift is fundamentally about identity and, per Shang and Sargeant, many high-net-worth donors see themselves as entrepreneurial spirits.
When they enter into the domain of complex social problems, they’re eager to apply their curiosity, intelligence, and skills in ways that affirm their self-image. As they do this, they begin to internalize the mission. They start to see themselves not just as helpers or contributors, but as embodiments of the values your organization represents.
A donor who supports environmental conservation doesn’t just want cleaner rivers; they see themselves as a protector of the planet. A donor funding education for girls doesn’t just want higher graduation rates; they identify as someone who believes in equality, self-esteem, and opportunity.
When a donor sees their gift as an extension of who they are, giving becomes self-expression.
For years, fundraisers have been coached to lean hard on outcomes: show donors exactly what their gift will accomplish, quantify the results, and prove effectiveness. And yes, that’s important. But focusing solely on impact metrics can flatten the donor experience. It risks turning giving into a transactional financial exchange for a measurable result.
What gets lost in the metrics-forward approach is meaning.
Research in philanthropic psychology shows meaning drives behavior more deeply and durably than data. And this is particularly true when meaning is tied to a donor’s identity. Jen Shang and her colleagues found that when donors were addressed using identity-affirming language (e.g., “you are generous” vs. “please donate”), they gave significantly more.
The key insight from Shang and Seargent’s research is that donors are motivated not just by what their gift accomplishes, but by what their giving says about who they are. Consider these two messages:
Both are true. But only one speaks to who the donor is.
It’s not just what the donor’s gift does; it’s what their gift says about them. And when donors feel that emotional and identity-level resonance, they give more, and they stay longer.
Your job is to help donors feel their importance. Transformational fundraisers say: “Your gift is a reflection of who you are. Together, we’re shaping the world — and your legacy.”
I often exhort fundraisers to remember they’re in the happiness delivery business, citing MRI studies showing people get a “warm glow” jolt of dopamine when they even contemplate giving, but the dopamine rush fades quickly.
Philanthropy facilitators who want deeper gifts, and deeper loyalty, must make a shift. They must engage with donors in a manner that centers on purpose, identity, and belonging.
Shang and Sargeant emphasize transformational giving is not driven by the size of the donation, but by the meaning behind it. When a donor feels seen, known, and affirmed through their giving, they move from participant to partner.
From giving to feel good to giving because it’s part of who they are.
The good news is, you don’t need a psychology degree to infuse meaning into your fundraising. But you do need to shift from one-way “asking for money” monologues to two-way dialogues inviting donors to share their deepest worries, hopes, and dreams — all so you can create a meaningful match between their values and the values your organization enacts.
Giving becomes most transformational when donors feel a shared identity—not just with the cause, but with a community of like-minded people who are working together to make a difference. This sense of communal belonging is immensely powerful. It says: You’re one of us. This is what we stand for. This is what we do together.
A major source of meaning for donors comes from feeling they belong to something larger than themselves.
Instead of simply asking for support, ask donors:
These questions don’t just gather intel; they invite the donor to reflect on who they are, and how their identity connects to your work.
Identity-affirming language can significantly increase giving. Try using phrasing like:
Rather than describing what their gift does, describe what their giving says about them.
Don’t just tell stories of impact; tell stories of identity. Highlight individuals (donors, volunteers, beneficiaries) whose values reflect those of your audience. The goal is for donors to say, “That’s me. That’s what I believe in too!”
Invite donors into a community, not just a campaign. This can take many forms:
When donors feel they’re part of a values-driven movement they stay engaged longer and give more.
Yes, share metrics, but tie them back to meaning. Instead of:
Numbers are important, but they’re most powerful when they reflect shared ideals.
Donors, especially major donors, aren’t just investing in what you do. They’re investing in who they are through you. When donors feel that their giving reflects their core beliefs, when they see themselves as part of a community with shared purpose, their support deepens.
So, here’s your challenge: Shift the conversation. Move beyond metrics alone. Ask questions that invite reflection. Use language that affirms identity. Create spaces, real or digital, where donors feel they belong. Not as outsiders funding your mission, but as insiders shaping it.
Deeper meaning really does lead to deeper pockets. More importantly, it leads to deeper relationships, deeper trust, deeper connections, and deeper change. And isn’t that what philanthropy facilitation is really about?
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