It’s natural to think that the bigger the problem, the more people will want to help. But the opposite is often true.
The power of one
When it comes to fundraising, numbers don’t always work the way we expect. While it seems logical that donors would be more moved by the scale of a crisis — thousands affected, millions needed — research shows that our brains don’t respond that way.
Instead, people are most compelled by what they can grasp emotionally and imagine clearly. This cognitive bias shows up in several ways: our inability to emotionally register large numbers (scope neglect), our decreased willingness to give when the impact feels diluted, and our instinct to act when a single, vivid story speaks to the imagination.
Understanding these tendencies can help fundraisers communicate more effectively and connect more deeply with donors — not through statistics, but through story.
In this blog post, we’ll explore three psychological principles that shed light on donor behavior: scope neglect, or why large numbers often fail to move us; the identifiable victim effect, which explains why people give more when they feel their gift will make a tangible difference; and the importance of imagination, or how vivid, personal storytelling inspires action.
When fundraisers understand and apply these insights, they can craft appeals that cut through the noise, resonate more deeply with donors, and ultimately drive greater impact.
1. Why big numbers don’t always move us
How much would you donate to save 2,000 migratory birds from drowning in oil ponds? What about 20,000? Or 200,000?
In a well-known study, three groups were asked these questions — and their responses were surprisingly similar: $80, $78, and $88. Incredibly, those asked to save 20,000 birds were willing to give less than those asked to save 2,000.
This cognitive bias is known as scope neglect. As humans, we struggle to emotionally grasp large quantities. Psychologist Daniel Kahneman illustrated this by pointing to the image that likely came to mind for participants: not 2,000 birds, but one — a single, oil-soaked bird, exhausted and unable to escape. It’s to that one bird that we attach our emotional responses. The larger the number, the harder it becomes to imagine — and the weaker our desire to act.
2. Donors want to make a difference
Psychologist Paul Slovic took the concept of the identifiable victim effect a step further. In one study, he told participants the story of a starving child named Nayani and asked how much they’d donate to help her. A second group was given the exact same story — but told there were many other children they couldn’t help. Even though both groups could save Nayani, the second group gave about half as much.
In another variation, Slovic found that simply increasing the number of children in need — from one to two — reduced donations. The more the need is diluted across people, the less emotionally powerful it becomes.
Donors want to believe their gift will make a real difference. When the focus shifts from one individual to many, the urgency and emotional connection often fade.
3. Speak to the imagination
Large numbers can feel abstract. And when donors are overwhelmed by the scale of a problem, they may feel powerless to help. This tension is what Polish poet Zbigniew Herbert called “the arithmetic of compassion” in his poem “Mr. Cogito Reads the Newspaper”.
In it, he compares a headline about 120 soldiers killed in battle to the vivid story of a single murder victim. One evokes a clear image — the other doesn’t.
As fundraisers, we all want to think big. We want to stop hunger. End homelessness. Heal entire communities. But to inspire donors to act, we need to start small — with a single story that speaks to the imagination.
It’s not about minimizing the need. It’s about making it real, relatable, and actionable — one life at a time.
Personal is powerful
In fundraising, logic alone doesn’t drive action — emotion does.
These cognitive biases aren’t obstacles to work around; they’re insights into how your donors think and feel. By focusing your message on a single life, telling a story that sparks imagination, and resisting the urge to overwhelm with scale, you can create deeper emotional connections.
And when people feel something, they’re far more likely to act. Make the need feel close, personal, and possible — that’s where generosity begins.
