"...If a donor donates regularly – even small amounts –they gather evidence from their own behavior that “I am a generous person.” Once someone embraces a donor identity, they naturally want to act consistently with it..."

I am reading from Neurogiving. The Science of Donor Decision-Making by Cherian Koshy, published in 2025.

Reflection questions:

• When you are talking with long-term donors, are you entering into conversations of curiosity to find out why they give?
• Are you aligning your capital campaign ask with the donor’s stated identity and motivation for giving?

Reflection on quote:

We are continuing exploring how generosity is deeply embedded into what it means to be human and how that impacts capital campaigns, using insights from a book recently released by my friend and colleague Cherian Koshy. This week, we are looking at donor identity as it relates to capital campaigns.

As we prepare for a capital campaign, one of the necessary reports that we pull from our donor database is a list of long-term givers and some of these long-term donors are donors who are able to give more significantly during the quiet phase of the campaign. As we schedule times to meet with these donors, it’s important to understand how the donor’s self-identification as a generous person to this cause affects their motivation to potentially give to the campaign. In small towns, we can assume we know why they are giving to our cause, but until we have entered into conversations of curiosity, we won’t know. Once we have a better idea of how their identity is driving them to give, we can frame the capital campaign ask as being in alignment with their generous identity.

Here's how to purchase Neurogiving from Wiley or Amazon.

Quote used by permission.

What do you think? Send me a text.

To explore small town capital campaign coaching deeper and to schedule an free explore coaching call, visit ServingNonprofits.com.

Music credit: Woeisuhmebop

As you know, this podcast highlights the transformative beauty of generosity. I will be taking a brief break until January, and in the meantime, I encourage you to reflect on the role of generosity within your own holiday traditions.

As I consider the myriad of holidays during this season, I am reminded of the universal themes of generosity and connection that they all share. Yet, in the flurry of holiday preparations, it's easy to overlook the simple but profound gift of giving that is at the heart of each celebration.

As we move through this season, I invite you to reflect on this question:

How will you show generosity to yourself during this busy season, so you can pour from a full cup of love and kindness to others?

Merry Christmas and a Happy New Year!

What do you think? Send me a text.

To explore small town capital campaign coaching deeper and to schedule an free explore coaching call, visit ServingNonprofits.com.

Music credit: Woeisuhmebop

"... In light of the science, inviting someone to give is really inviting them to tap into these biologically rooted joys of generosity..."

I am reading from Neurogiving. The Science of Donor Decision-Making by Cherian Koshy, published in 2025.

Reflection questions:

• What stories are you telling that lead into the tours of the construction or the displays of the architectural renderings?

• Are you fully embracing the concept of generosity as a deeply rooted biological need for being human?

Reflections on the quote:

Over the next few weeks, we will be exploring how generosity is deeply embedded into what it means to be human and how that impacts capital campaigns, using insights from a book recently released by my friend and colleague Cherian Koshy.

As we pull out the donor packet with architectural renderings and details about the construction and renovations to show a potential capital campaign donor, it is vital that we don’t forget the role of empathy. Beautiful drawings of the new building or renovation won’t spark giving. As Cherian wrote, empathy is the bridge to giving. A story of a beneficiary walking into that building to receive the services they desperately need. A story of a program staff having the space finally to creatively overcome the challenges their nonprofit seeks to solve. A story of a place where the public to be immersed in goodness, wonder, and beauty. These stories of other humans are the sparks that bridge a donor’s understanding to the act of giving to capital campaigns in our small towns. In addition, it is through these stories and one-on-one conversations that we see the donor for their hopes, fears, and comfort. When we see the donor and the pleasure and bonding that giving brings, we can present the case for support as an opportunity for the donor to experience the deep roots of joy.

Here's how to purchase Neurogiving from Wiley or Amazon.

Quote used by permission.

What do you think? Send me a text.

To explore small town capital campaign coaching deeper and to schedule an free explore coaching call, visit ServingNonprofits.com.

Music credit: Woeisuhmebop