Persuasion in Fundraising Appeals
Ever wondered why some nonprofits seem to crush their fundraising goals and others don’t? Why do some speakers get applause and tears when they make their giving appeal, while others get polite claps? Some may assume it’s the person speaking’s likeability and how many friends they have in the crowd. Others know better.
The difference between good and great appeals is how they’re written and how well they persuade the audience and mobilize them toward a cause.
Aristotle's in his work Rhetoric, describes the three key modes of persuasion: Ethos, pathos, and logos.. Together, they can be used to build confidence in audiences effectively, helping you get the gift and be memorable to all who listen (or read) your appeal.
Here you’ll get a breakdown of each, with examples, so you can use them in your speeches and writing to crush your goals.
The three modes of persuasion
Ethos (credibility or ethical appeal)
Ethos refers to the speaker's credibility and character. Aristotle believed that the audience is more likely to be persuaded if they trust the speaker or view them as knowledgeable, ethical, and relatable.
The key elements of ethos are the speaker’s expertise, their moral character (meaning they are trustworthy), and their ability to connect with the audience and demonstrate that they “get” them.
Examples of ethos could be a doctor who speaks about the benefits of access to nutritious food for improving a person’s health. It could also be a parent making an appeal to other parents about why they might donate to the school. They're effective because they have expertise or understand the audience.
Pathos (emotional appeal)
Pathos appeals to the audience's emotions. Feelings of fear, happiness, anger, or sympathy help the speaker make their argument more compelling and memorable.
Key aspects of pathos include vivid imagery, stories, or anecdotes that draw on emotion. Purposeful language and a tone that connects with the audience’s values and experiences, and highlighting consequences and benefits that personally impact the audience, are also part of pathos.
Sarah McLachlan's commercials are the quintessential example of this. The music, the imagery of sad, unhealthy pets pulls on your heartstrings and you can’t help but pull out your wallet.
Logos (logical appeal)
Logos is the appeal to reason and logic. It involves presenting clear, rational arguments supported by evidence, data, and sound reasoning.
This mode uses facts, statistics, and evidence to make a case. Other key aspects are logical structuring of arguments and avoiding fallacies or emotional reasoning (e.g., I feel).
The impact report is a classic example of this. It presents the number of lives impacted, dollars, and how they’re used efficiently, and growth data.
Using ethos, pathos, and logos in fundraising appeals
Any of these approaches can be effective; however, Aristotle emphasized that the most effective arguments often combine these appeals. For example, ethos ensures the speaker is trustworthy, pathos engages the audience emotionally through story, and logos coinvinces them intellectually
A balanced use of all three can strengthen persuasion and ensure the audience is both moved and convinced. And both are required to gain their support.
In fundraising appeals, ethos, pathos, and logos can work together to effectively persuade potential donors to contribute.
Here’s an example: "Every night, thousands of children go to bed hungry (pathos). With your help, we can change this. Just $50 provides a month's worth of nutritious meals for a child in need (logos). As a trusted nonprofit with a 4-star charity rating, you can be confident your donation will make a real impact (ethos). Donate today—because no child should have to go hungry."
Remember, not everyone is the same, and neither should your fundraising appeal be for different donors or audiences. While all three elements are valuable, their relative emphasis can vary depending on factors such as the donor's personality, preferences, motivations, and level of familiarity with the organization.
Donors who value emotional connections (emphasize pathos)
Some donors are driven by empathy and want to feel a personal connection to the cause.
Indicators: They respond emotionally to stories, ask about the human impact, or express care for specific groups (e.g., children, animals, communities in crisis).
Approach: Use heartfelt stories of individuals who have been helped by the organization, share compelling imagery or testimonials, and appeal to their desire to make a difference: "Your gift can change someone's life today."
Analytical or data-driven donors (emphasize logos)
Other donors are more motivated by facts and evidence. They want to know that their money will be used efficiently and produce tangible results.
Indicators: They ask questions about how funds are spent, request statistics, or focus on measurable impact.
Approach: Provide clear data about the effectiveness of programs (e.g., success rates, cost per outcomes), break down the financial allocation to show accountability and efficiency, and use logic to justify urgency: "Every $1 invested in this program yields $10 in community benefits."
Skeptical or new donors (emphasize ethos)
First-time donors or those unfamiliar with your organization are the most likely to need reassurance about your credibility and trustworthiness. But those who are rebuilding their trust after an organizational change, such as leadership, may also benefit from this approach.
Indicators: They are hesitant to commit, ask about your organization’s legitimacy, or express concerns about fraud or inefficiency.
Approach: Highlight the organization's track record, certifications, or endorsements, share testimonials from respected individuals, partner organizations, or other donors, and emphasize transparency: "We are proud to be rated 4 stars by Charity Navigator."
Major or long-term donors (blend all three)
Donors who have a significant history with your organization may expect a more nuanced approach, incorporating all three elements.
Indicators: They are already familiar with your work and want updates on progress or new opportunities for impact.
Approach: Remind them of your organization’s consistent performance and thank them for their ongoing trust (ethos). Share detailed reports, program updates, or ROI analyses to show how their contributions are driving results (logos). Engage pathos: Show them the personal stories and emotional outcomes their gifts have made possible (pathos).
Choosing how to write your appeal
Choosing the right mode or combination of modes comes down to how well you know your audience. Talk to them regularly and LISTEN—they’ll tell you what they care about.
Use donor profiles, surveys, or past interactions to learn about their motivations. From there, tailor your fundraising campaigns by grouping donors into categories (e.g., emotionally driven, data-driven, new, loyal). This can be very helpful when you’re running digital marketing campaigns, and you want to segment your email list to ensure that donors get what they care about most. When speaking with individual donors, listen carefully to their questions and concerns to determine which appeal resonates most.
Ultimately, some donors respond more strongly to a specific appeal, but by combining ethos, pathos, and logos strategically within a single message, you can often cover a broader range of motivations.
For instance, a direct mail campaign might start with a story (pathos), follow with impact statistics (logos), and conclude by highlighting the organization’s credibility (ethos). In a one-on-one meeting, you might start with logos for a data-driven donor but include some pathos to leave an emotional impression.
By customizing your approach, you can build stronger connections and inspire more impactful contributions.
Our donor postcards are designed to combine ethos, pathos, and logos in one simple handout, helping you make your appeals as effective as possible. Use the turnkey templates as mailers or event leave-behinds.
