Fundraising Psychology: Using Cognitive Biases for Good

Street fundraising teaches you more than grit, it teaches you the psychology of yes. Maria shares how to use these powers for good. 

In this episode of The Small Nonprofit Podcast, Maria shares real-world insights from her time as a face-to-face fundraiser, where she learned the science and subtlety behind why people say yes. It’s about harnessing cognitive biases and psychology to ethically move people toward action.  

Whether you're fundraising in person, online, or in campaigns, this episode gives you the tools to make your ask more effective, and more human. 

🔑 5 Cognitive Biases Every Fundraiser Should Know 

• Body Language Speaks Louder Than Words: 93% of communication is non-verbal. That means posture, facial expressions, and tone matter far more than the words you choose. Maria breaks down tips like open posture, strategic eye contact, and the subtle power of mirroring to build trust instantly. 
• Harness the Halo Effect: First impressions matter—a lot. By dressing the part, speaking confidently, and using vocal inflection effectively, you set the stage for your ask before you even make it. 
• Six Cognitive Biases That Boost Fundraising: Maria explains how to ethically apply human impulses like the Jones Effect (social proof), Fear of Loss, Indifference, Urgency, Time Limits, and Self-Interest. Each bias comes with relatable nonprofit examples and campaign ideas you can use today.
• Confidence is Contagious: Whether it’s a superhero power pose or detaching from a donor’s response, exuding quiet confidence helps potential supporters feel safe and inspired to give.
• Use Donor Psychology in Design Too: Beyond the pitch, consider how cognitive biases show up in email design, campaign thermometers, peer-to-peer highlights, and donation forms. Every touchpoint is a chance to reinforce credibility and emotional urgency. 

🎧 Listen to more episodes for actionable fundraising tips and insights on nonprofit leadership, nonprofit governance, productivity & tools, and donor engagement strategies that work. We're here to eliminate nonprofit burnout and boost your donations! 

✅  3 Ways to Ethically Persuade with Impact 

• Practice Your Pitch in the Mirror: Use mirroring, tone variation, and body language practice to get comfortable with your ask. Confidence on the outside signals confidence in your mission. 
• Build in Social Proof Everywhere: Add real-time donor counts, testimonials, or "Ashley’s team just raised $5,000" shout-outs to your emails and donation pages. The Jones Effect drives results. 
• Create Time-Limited Offers: Run a 72-hour match campaign, feature exclusive merch, or tie donations to specific, urgent needs. People are more likely to act when the opportunity feels fleeting. 

Resources and Links 

• Connect with our host, Maria Rio 
• Decision Lab Cognitive Bias List 
• Support our show. We are fully self-funded! 
• Watch this episode on YouTube 
• Need help with your fundraising? 
• Liked this episode? Have an idea? Send us a text HERE :) 

Liked this episode? Have an idea? Send us a text HERE :)

Support the show