How to Turn Donor Curiosity into Real Commitment
For 30 years, I’ve watched nonprofits try to drag donors into commitment through pitch decks, pressure, persuasion, and endless follow-ups.
And here’s the hard truth:
Curiosity does not magically become commitment. Connection does.
Every nonprofit has people circling around them—liking posts, joining your newsletter, attending an event, stopping by a booth, forwarding a story, and quietly watching from the sidelines.
They’re curious.
And many organizations stay stuck there—swimming in curiosity, wondering why nothing turns into action.
The reason is simple:
Conversations build trust and inspire decisions. Scripts don’t. Pressure doesn’t. Convincing doesn’t.
That’s why the future of fundraising isn’t about pitching harder.
It’s about asking better questions, releasing the outcome, and helping donors feel seen and heard.
Curiosity Comes First — But It Can’t End There
Curiosity is everywhere:
Someone follows you online
They attend a gala
They stop by an event booth
They ask a question about your mission
They sign up for email
That means nothing more than:
“I’m aware of you and something here interests me.”
That’s great—but curiosity alone does not change behavior, write checks, or spark advocacy.
Commitment comes from connection.
From conversation.
From trust.
When nonprofits say,
“People loved our event but never gave,”
or
“They said they wanted to help but disappeared,”
it usually means no one created a moment of personal connection.
Why “Making People Care” Is a Myth
Let’s clear the biggest lie in fundraising:
You cannot make someone care about your mission.
Caring is personal.
Caring comes from lived experience, values, identity, worldview, even childhood wiring.
Your job as a nonprofit is not:
❌ convince
❌ pitch
❌ sell
❌ persuade
Your real job is to:
- find the people already wired to care
- invite them closer
One of my favorite reminders is:
“You don’t get people to care — you find like-minded people and welcome them into community.”
When we stop forcing alignment, we start building trust.
The Real Pathway: Awareness → Interest → Connection → Action
There is a clear, repeatable sequence:
1. Awareness — they know you exist
You may not know them.
They may never speak up.
But something about your name sticks.
2. Interest — they like you
They give you permission to communicate:
newsletter
event
webinar
social following
This is not loyalty—it’s curiosity.
3. Connection — human-to-human
Small group.
Video call.
Coffee.
Quick Q&A.
A personal email exchange.
This is where trust forms.
This is where donors feel seen.
4. Action — the moment
A gift.
A sponsorship.
A volunteer commitment.
Board exploration.
Hosting something at their home.
Making an introduction.
Action is what happens when someone feels understood, empowered, and in control.
The Most Radical Shift: Release the Outcome
This is the fundraiser’s superpower.
When you cling to a result:
“I need them to give.”
“I hope they don’t say no.”
“What if this doesn’t work?”
You create energetic fear.
Fear narrows perspective.
Fear turns a human into a transaction.
When you release the outcome, you create space.
And here’s the counter-intuitive reality:
The less you grip, the more people say yes.
Why?
Because when donors feel like they have sovereignty, they relax into decision-making.
My favorite expression is:
“Whatever you decide is totally okay.”
When donors feel safety—not pressure—commitment rises.
Stop Talking. Start Listening.
Most fundraising falls apart because the nonprofit is talking, not listening.
You cannot meet a donor’s needs
until you understand their needs.
That means curiosity—real curiosity:
What matters to you?
What brought you here?
How do you like to create impact?
Who shaped your philanthropic values?
What feels meaningful now?
Ask.
Listen.
Reflect back.
Validation is oxygen.
As I often remind people:
People buy at the level they feel seen and heard.
You’re not selling.
You’re recognizing.
You’re aligning.
You’re honoring who they are—not what they can do for you.
Micro-Commitments: The Secret to Action
Before a donor ever makes one big yes, they need to make 10 tiny yeses.
A micro-commitment sounds like:
“Can I share something with you?”
“Want to see an example?”
“Would it be okay if we talk through options?”
“Should we explore that for a minute?”
Each yes builds safety.
Safety builds momentum.
Momentum builds commitment.
This is how you guide a conversation rather than push an agenda.
Book the Meeting in the Meeting
If you want to eliminate 90% of donor ghosting, do this one thing:
Set the next meeting before you end the current meeting.
No
“circle back,”
“check in,”
“follow up.”
Those are fantasy relationships—paper promises without action.
Open the calendar.
Pick a date.
Lock it in.
Even if you move it later, momentum stays alive.
A No Is Not Failure — It’s Navigation
Timing and financial readiness shift constantly.
A “not yet” is not rejection.
It is information.
Bless and release.
Stay sovereign.
Move forward.
If someone isn’t aligned, that’s a gift—because you get to redirect energy toward people who are.
When Donors Feel Safe, They Choose You
Donor commitment is emotional safety.
When donors feel:
✔ seen
✔ heard
✔ understood
✔ not judged
✔ not pushed
they trust you.
And trust creates action.
Not manipulation.
Not persuasion.
Not pressure.
Relationship.
True relationship.
That’s how movements grow.
That’s how missions expand.
That’s how communities build loyalty.
Final Reflection: Curiosity Is a Door. Connection Is the Invitation. Action Is the Transformation.
If your donors are circling and you’re stuck—this is your moment.
Shift from scripting to listening.
Shift from pushing to curiosity.
Shift from control to spaciousness.
Shift from anxiety to trust.
When you see people for who they are, not who you want them to be, everything opens.
This is how we bring donors closer.
This is how we inspire commitment.
This is how we fund missions with love—not fear.
Ready to Turn Curious Donors Into Committed Supporters? Let’s Talk.
If you’re tired of circling donors who never quite convert — and you want a clear, confident path from awareness → interest → connection → action, I’d love to help you build it.
Book a call with me and let’s look at your donor pipeline, identify where people are stalling, and map out how to move supporters into committed champions.
Whether you want coaching, messaging support, or hands-on help building donor conversations that actually lead somewhere, I’m here for it.
And if now’s not the right time? That’s totally okay, reach out when you’re ready.
Because when donors feel seen, supported, and invited: commitment follows.