Fundraising works best when donors can feel the difference their generosity makes. John Lepp, a fundraising strategist, author, and creative leader with more than 25 years of experience, explains why donor psychology and emotion matter in campaigns. He says charities can create meaningful moments by showing donors what their gifts make possible, rather than focusing only on the organization’s work. Because people often feel before they analyze, values-driven storytelling can help turn attention into action. John also notes that charitable giving has stagnated or declined over the past generation, making stronger donor connections increasingly important. This episode explores practical ways to make fundraising more human, memorable, and effective.
Direct mail remains an underused channel, and John says the envelope has only seconds to earn a recipient’s attention. From the outside message to the letter and response device, each part should carry a consistent emotional thread and make giving simple. Rather than relying on a handwritten-looking envelope as a trick, fundraisers should build familiarity and deliver on the promise inside. Audience targeting matters too: John recommends focusing appeals on the right donors and segmenting lists strategically, while continuing to grow future audiences. He also cautions that AI can multiply marketing content, even though people’s capacity to consume it has not kept pace. Used thoughtfully as a sounding board or a way to solve problems, AI can support creative work without replacing care, judgment, and human connection.
https://youtu.be/C1kPvH5Z1WU?si=Fh4oWRJMTmkPuCBG
For a practical creativity exercise, John suggests defining the problem, the offer, and the story before choosing who, or what should tell it. Writing an appeal from an unexpected perspective, such as Santa Claus or even a bag, can loosen rigid thinking and reveal fresh storytelling possibilities. He encourages fundraisers to experiment, stay connected to their craft, and have the courage to try ideas that may feel unconventional. John’s new YourGivingTree.org is envisioned as a digital publishing platform for fundraising resources and thought leadership, with transparency about AI use. Through Agents of Good, he and his team help charities strengthen annual and individual giving across channels, including direct mail. His closing reminder, illustrated by a pie baked slowly at a lower temperature, is that lasting donor relationships and meaningful results take time.
Quotes:
“Charities have an opportunity to give donors massive releases of dopamine because at the end of the day, giving feels good. It feels great.”
“The more it’s rooted in values and emotions, the more successful it’s going to be.”
“You don’t have to be this square professional entity. No one wants a relationship with a boring professional, heavily branded anything, especially not a charity.”
Contact Details:
Ready to Inspire Donors and Boost Fundraising? Visit Agents of Good to Get Started
Discover Fundraising Insights and Creative Ideas to Inspire Giving: Visit YourGivingTree.org
Discover Smarter Fundraising Ideas with John Lepp
Connect with John Lepp on LinkedIn for Fundraising Insights and Creative Inspiration
Get Fresh Fundraising Insights and Donor Engagement Ideas from John Lepp on X
Explore Fundraising Ideas and Donor-Focused Inspiration with John Lepp on Instagram
Follow John Lepp on TikTok for Fundraising Tips and Inspiration
