In the world of nonprofit fundraising, success hinges on the ability of fundraisers to take proactive steps — pick up the phone, send that email, schedule that meeting, and ask for a gift.
But what truly motivates a fundraiser to act?
Is it the promise of rewards or the pressure of consequences? Or simply an intrinsic value? (And is that really enough?)
Carrots vs. Sticks for Fundraising Motivation
Carrots, or positive incentives, are designed to encourage donor engagement in a way that feels rewarding and meaningful.
While positive reinforcement is ideal, sometimes pressure might be more appropriate. The stick represents external motivators that push fundraisers to take action.
Understanding what motivates fundraisers can help nonprofit leaders drive better performance and, ultimately, more impactful fundraising outcomes.
What Drives Motivation?
According to an article published in the Harvard Business Review, motivation (at its core) is about employees feeling great about their work.
Context and relevance are important when it comes to understanding the value of work. What does an additional $10K, $100K or a $1M truly mean for the organization and your mission? It’s not only donors who need to understand impact, but fundraisers too.
In addition, the HBR article explains that it’s important to remove roadblocks and to show appreciation. Removing roadblocks is about recognizing challenges and working together to overcome them. And, celebrating success and recognizing milestones to keep fundraisers motivated to get past challenges when they inevitably arise.
Furthermore, according to this research on the NIH website:
Punishing mistakes accelerates adaptation, whereas rewarding good behavior improves retention.
With that in mind, let’s look at some ways to use carrots and sticks to improve the success of your fundraising team.
3 Ways to Use Carrots and Sticks for Motivation
Here are three ways you can use carrots and sticks to motivate you and your team.
1. Recognition and Appreciation (Carrot)
Acknowledgment — whether through internal newsletters, social media shoutouts, at team meetings, 1:1 words of appreciation, or a small thank you gift — can be a powerful motivator. People thrive on knowing their work makes a difference, and recognizing effort provides a sense of accomplishment.
2. Gamification and Friendly Competition (Carrot)
Turning fundraising into a game by tracking progress on leaderboards or offering team-based rewards can make the process more exciting and engaging. Healthy competition among peers can be a strong motivator.
3. Consequences for Inaction (Stick)
While it’s not ideal to create a punitive work environment, there should be consequences for consistently failing to meet expectations. This could mean additional training, coaching sessions, or reassessing a fundraiser’s role if they’re not suited for the job.
3 Strategies to Motivate Fundraisers to Act
Try out the following strategies to spur your fundraising team into action.
1. Deadlines and Urgency
A sense of urgency, such as an approaching campaign deadline or a matching gift challenge, can drive fundraisers to act. Time-sensitive goals create momentum and help prevent procrastination.
2. Peer and Leadership Pressure
Regular check-ins and team meetings where progress is shared can create a sense of accountability. No one wants to be the only one falling behind, so a little peer pressure can go a long way in ensuring follow-through.
3. Clear Expectations and Accountability
Fundraisers perform better when they have specific, measurable goals. Setting clear expectations — such as making a certain number of calls per week or securing a set number of meetings — ensures accountability.
Striking the Right Balance between Carrot and Stick
The most effective approach to motivating yourself and others is a balanced blend of carrots and sticks. Too much reliance on incentives without accountability can lead to complacency, while excessive pressure without positive reinforcement can result in burnout and turnover. Setting appropriate goals is also important to measure progress and success.
At the end of the day, fundraisers are human. We all want to feel valued, purposeful, and successful. A thoughtful mix of encouragement and accountability will not only drive action, but also create a thriving, motivated fundraising team that’s inspired to make a real impact.
What motivates you? What have you seen work for motivating others? Let me know in the comments.
Leave a Comment