The latest research on donor psychology: What fundraisers should know in 2025

In 2025, fundraisers are navigating more choices than ever: how to engage with donors, who to prioritize, and what messages will resonate most to secure more support for your mission.

Luckily, the art of fundraising can be refined through science. By understanding the psychology behind generosity, small shifts in messaging and strategy can lead to deeper donor relationships and more transformational giving.

Watch Patrick Schmitt, co-CEO of FreeWill, for a research-backed session on what motivates everyday individuals to give – and what keeps them engaged and eager to give more.

In this session, we covered:

• What the latest research reveals about donor behavior in 2025
• Psychological principles that inspire generosity and long-term support
• Practical ways to apply these insights into your day-to-day work with donors