Believing in the importance of building on reliable knowledge in the nonprofit sector, we present this article as an analytical practical reading in donor psychology and its impact on governance and fundraising strategies. This approach is based on an original article published on the Donorly platform by Sandra Davis titled: 5 Smart Fundraising Tactics That Use Donor Psychology to Boost Results (July 7, 2025), and has been professionally edited to fit the Saudi context and local compliance standards while preserving the scientific essence of the source.

This approach aims to enable leaders and executive frameworks to employ behavioral science principles in designing more effective campaigns, transforming giving from a momentary response into a sustainable momentum that expands community impact.

Are you about to make a gift donation to your favorite cause?

You may click on the campaign page, and find that the amount raised so far… is very limited, maybe 2% of a goal of 50,000 Riyals: you are here caring about the cause, but do you feel a strong urge to donate or some hesitation at that moment?

Now imagine the same campaign, but it has already covered 75% of its target. Yes, suddenly your reaction changes: “They are close to reaching it; maybe my gift can help them cross the finish line!”

That is the power of a behavioral principle called the Endowed Progress Effect, and when used wisely, it can turn a hesitant donor into an enthusiastic one.

In the nonprofit sector, we often talk with our clients from nonprofit organizations about what truly drives people to give, and the answer is rarely about the message or the narrative alone; the issue is really about motivation: human psychology and the feeling of movement and momentum.

Let’s break this down and explain how you can use it to inspire deeper and more joyful giving.

What is the “Endowed Progress Effect”? In behavioral science, the Endowed Progress Effect refers to our tendency to work harder to complete a task when we feel that we have already made some progress, and this progress need not be earned, it is sufficient for it to seem real.

Marketing researchers Joseph Nunes and Xavier Dreze conducted a well-known study using stamp cards for car washes, where one group received a card requiring 8 stamps to get a free wash, while another group received a card of 10 stamps but with 2 pre-stamped.

Both groups had to complete 8 purchases, but what happened? The group with the “head start” was close to twice as likely to complete their card. Why? Because those two “free” stamps provided people with a psychological boost indicating they had completed 20% already.

This same principle appears everywhere from loyalty programs and fitness apps to flight mile trackers and profile completion bars on LinkedIn, and yes, in fundraising campaigns as well.

Why it Works: The Brain Science Behind It Several overlapping psychological concepts explain the power of the Endowed Progress Effect in this way:

Zeigarnik Effect: We are more likely to remember unfinished tasks and feel motivated to complete them; your brain doesn't like “open loops”.

Task Tension: We enjoy having something to work towards, and this keeps us feeling anticipation, progress, and engagement potential.

Goal Gradient Effect: The closer we get to our goal, the more motivated we are to complete it, questioning: Is this the final stretch? And at this final stretch is where the magic happens.

Even perceived progress stimulates dopamine release, the brain chemical associated with motivation and reward, and once a person invests effort or resources, they become more inclined to complete what they started.

This does not “trap” donors but empowers them; it reminds them they are not alone and that their gift is part of a larger effort: this feeling of belonging is deeply human. When donors believe their support is actually pushing the message forward, giving transitions from duty to opportunity.

What Does “Endowed Progress” Look Like in Fundraising? Here’s how we see nonprofit organizations leveraging this principle to achieve real results:

1. Don’t Start from Scratch Before launching a public campaign or a capital campaign, secure a substantial portion of your goal through leadership gifts, and ideally be at 60% or more before going public because this head start sends a signal of success and inspires others to help complete the task.

2. Break Down Big Goals A campaign of 100,000 Riyals may seem overwhelming, but milestone messaging like: “We just reached 25,000 help us get to 50,000!” makes progress tangible and achievable.

3. Use Thermometers and Progress Bars These visuals provide immediate clarity as donors can literally see how close you are to your goal, and they will want to push the needle forward.

4. Take Advantage of Matches and Challenges Matching gifts multiply impact and motivation together. A phrase like: “We have unlocked 8,000 Riyals of 10,000 Riyals in matching” tells donors that their gift will go further and that others are donating too.

5. Acknowledge Giving Tiers and Milestones Gradient giving levels or membership circles gamify generosity, as messages like: “Only 50 Riyals left to reach the gold level” or “Be our 100th monthly donor!” serve as small motivators with big psychological impact.

Be Ethical: Trust is the Real Currency

Essential Warning: Progress must be real because donors are smart and they are watching.

Faking the progress thermometer or manipulating totals is a betrayal of trust. Instead, plan ahead and begin your campaigns with real early donations and then celebrate real milestones and set ambitious yet achievable goals for your community.

Fundraising should not appear as a desperate endeavor; it should look like a shared success.

Practical Ways to Activate the “Endowed Progress Effect”

Start applying these ideas in your next campaign with simple adjustments:

Launch with a Head Start. Seek lead gifts before going public and do not open your campaign at zero.

Use Visual Tools. Add progress bars, or thermometers, or goal trackers to your site, email messages, and donation pages.

Publicly Celebrate Milestones. On your site, in emails, or on social networks, highlight your progress and thank donors for getting you there.

Link Progress to Outcomes. Instead of saying, “We raised 25,000 Riyals,” say: “Thanks to you, we funded three new art residencies.”

Create Organized Giving Levels. Tiered incentives and benefits provide small goals that keep people moving upward.

Focus Your Messages on Momentum. Phrases like “We are already at halfway” or “You contributed to our reaching” or “Only 1,000 dollars left!” indicate progress and prompt action.

Acknowledge Donors as Catalysts. Publicly thank those who have opened pivotal milestones as this makes giving a central force rather than a marginal one.

My perspective is to collaborate with nonprofits across the country to build data-driven and deeply humane fundraising systems, and what I know for sure is: donors give more when they see their gift moving a cause forward.

And successful fundraising is not always reliant on the biggest ask or the flashiest campaign; often, small victories—those simple increments of progress—are the sparks that ignite generosity on a large scale.

When you reframe giving as an opportunity to complete what has already begun, your donors feel empowered, and this sense of momentum fuels deeper relationships, stronger engagement, and sustainable philanthropy.

Ultimately, successful fundraising is not created by a shiny speech as much as by clarity of purpose, authenticity of indicators, and sustained momentum. When a donor sees that their contribution is driving the mission a measurable step forward, the gift turns into a conscious participation in a real accomplishment, and trust becomes the most important currency. Build your campaigns on real milestones, showcase progress transparently, and link every Riyal to a measurable outcome—this is where long-term relationships with donors are formed, and campaigns shift from transient events to a sustainable path of impact.

Legal Note: This article is a rephrased adaptation of an original piece published in Donorly by Sandra Davis, and the translation is non-exclusive, preserving the author’s and source's literary rights.