Why Donor Fatigue Might Be a Myth
What Is Donor Fatigue?
Oxford Reference defines it as “a reluctance to commit to voluntary donations of resources or altruistic behaviour in light of repeated demands.”
It sounds logical enough, but is it backed by evidence?
The science suggests otherwise.
When we give to charity or help someone in need, our mid-brain lights up, releasing endorphins and serotonin—the chemicals that make us feel happy. It’s the same biological process that explains why we crave sugar, exercise, and other serotonin-boosting activities. Giving feels good, and our brains know it.
This idea is reinforced by data. In 2017, during a year of unprecedented natural disasters and tragedies in the US, fundraisers feared donor fatigue. With events like Hurricane Harvey, Hurricane Maria, and multiple school shootings, they worried people would stop giving.
But research from #GivingTuesday showed otherwise. Donations spiked after each disaster and returned to normal levels afterward. There was no evidence of “fatigue,” only responsiveness to immediate need.
So, if donors aren’t “tired of giving,” what’s really going on when organisations lose support?
The Real Issue: Donor Apathy
According to Simone Joyaux in Nonprofit Quarterly, “Donor fatigue is an excuse fundraisers use to compensate for poor fundraising. Lousy fundraising and poorly informed fundraisers make donors frustrated, angry, and fatigued by that particular organisation.”
Similarly, fundraising consultants Alexander Haas argue that “donor fatigue is a myth, but donor apathy is a reality.” When donors lose interest in an organisation, it’s often because they haven’t been properly engaged. The issue isn’t that they’re tired of giving—it’s that they don’t feel connected to the cause.
How to Keep Donors Engaged
If your organisation is losing donors, it’s a sign that something needs to change. Here are some tried-and-tested ways to build stronger connections with your supporters:
Show Genuine Gratitude
A generic “thank you” isn’t enough. Personalise your acknowledgements to show donors that their contributions matter. A heartfelt email a few days after their donation can go a long way in making them feel valued.Make Donations Tangible
Giving can feel abstract without context. Help donors understand the impact of their contributions. For example, explain that £30 provides a hostel room for a night or £50 funds a literacy programme for a week. Concrete examples make giving more meaningful.Involve Donors in Your Mission
When people feel invested, they’re more likely to stay engaged. Invite donors to participate in decision-making, like choosing new fundraising initiatives or providing feedback on ongoing projects. They’ll appreciate being part of the journey.Save “Urgent” for Genuine Emergencies
Overusing urgency in appeals can desensitise donors. Instead, balance your messaging by sharing good news—success stories, project updates, and the tangible outcomes of their support. Evidence of impact is one of the most effective ways to maintain engagement.
Final Thoughts
Whether or not “donor fatigue” exists, the real key to donor retention is meaningful engagement. By making supporters feel appreciated, connected, and involved, you can strengthen their loyalty to your cause and ensure long-term success.
Got a fundraising vacancy? Let us help you find the right talent. Call us on 020 3880 6655 or email contactus@ferntalent.com to get started.
