Alternatives to donor as hero: rethinking the fundraising story (November 2026)

Too often, fundraising stories unintentionally centre donors as saviours, leaving the people we aim to support in the background. In this hands-on session, you'll learn how to shift that narrative – without losing impact – by using insights from philanthropic psychology.

We’ll explore how to write appeals that build strong connections with donors while also honouring the voices and dignity of the people your work supports. Using real examples from charity campaigns, this session will show you how to create fundraising copy that’s ethical, respectful, and just as powerful – if not more so – than traditional approaches.

What you’ll learn:

• How to apply the latest research in donor psychology and wellbeing to your fundraising copy
• What it looks like to be both donor-focused and community-centred in your appeals
• Why putting the donor in a companion role (instead of hero role) can make your stories stronger
• The difference between compassionate and companionate love – and why it matters in your messaging
• Real-world examples of fundraising copy that avoids saviour narratives and centres dignity

Actionable takeaways:

• Before-and-after examples showing how small shifts in language can make a big difference
• Tips for evaluating your current copy through a ‘decolonising’ lens
• Practical ways to talk to stakeholders about making these changes in your campaigns

Don’t miss this is tactical ‘how-to’ session with case studies from a number of leading nonprofits. Based on evidence-based philanthropic psychology techniques pioneered by Adrian Sargeant and Professor Jen Shang in the UK. This approach to fundraising is based on the psychology of giving rather than the psychology of buying.

This is my most popular webinar EVER... and this is the last time I'll offer it in 2026. Don't miss out!

This is a free event.