Ditch Fear, Choose Joy: The Fundraising Shift You Need to Make

Fundraising shouldn’t feel like manipulation. It shouldn’t leave donors feeling drained, guilty, or pressured into giving. Yet, so much of our industry—especially certain political campaigns—leans into fear as a motivator. And while fear might work once, it doesn’t build relationships. It doesn’t make donors want to come back.

You know what does? Joy.

In this episode, I’m sharing two unforgettable stories from my time in hospice fundraising—one about a 102-year-old who became the town’s most eligible bachelor, and another about a baby boy who taught his family the power of love in the smallest of moments. These stories prove that when we lead with joy, we don’t just raise money—we create connection, community, and generosity that lasts.

If you’re tired of fear-based fundraising… if you want donors who love giving… if you’re ready to build a mission that feels good—this episode is for you.

Let’s talk about why joy wins.

Chapters

• 0:05 The Power of Joy in Fundraising
• 10:57 Embracing Joy in Fundraising

Transcript

Keith Greer, CFRE: 0:05

Hey, there, hi, and welcome back ambitious fundraisers. I'm your host, keith Greer, and today I want to talk about something that doesn't get nearly enough attention in our field joy. Not just the joy of seeing a big donation come in or hitting a campaign goal, but the deeper, more meaningful joy that makes fundraising such a powerful and transformative force. Now, we all know that some fundraisers, especially in certain industries, lean hard into fear. They paint a picture of catastrophe, of everything falling apart unless you give right now. And sure, fear can get people to act, but for me it doesn't feel good. It leaves donors feeling manipulated, drained and, let's be honest, a little used. But what if, instead of fear, we built our fundraising around joy, around stories that lift people up, that remind them why they care, that makes them feel connected to something bigger than themselves? Because I've seen firsthand that joy fuels generosity in a way that fear never could. And today I want to prove it to you. I'm going to share two stories from my time in hospice fundraising One about a 102-year-old man who became the town's most eligible bachelor and another about the shortest life I've ever had the honor of fundraising for. Two very different stories, but both filled with moments of joy and those moments, they changed everything. By the end of this episode, my goal is simple I want you to walk away believing that fundraising built on joy isn't just more ethical, it's more effective.

Keith Greer, CFRE: 1:48

Ready, let's talk fundraising. So let me tell you about Henry. Henry was 102 years old, the oldest patient in our hospice's care, and let me tell you he was charming, the kind of guy who always had a twinkle in his eye, quick with a joke, and never missed a chance to make you smile. When we shared Henry's story, we didn't focus on grief or sadness of a life preparing for its end. We focused on his life, his joy, his laughter and the incredible milestone he had just reached. We splashed his joy and his smile everywhere.

Keith Greer, CFRE: 2:29

And when we told that story to our donors, something incredible happened. For weeks, donations came flooding in, but it wasn't just the number of gifts, it was the notes that came with them. Sweet women in their 80s, many of them widows, sent in checks along with handwritten letters saying things like if Henry's looking for a date, tell him I'm available. Or what a handsome man Does he like women with gray hair. It was hilarious, heartwarming and completely unexpected.

Keith Greer, CFRE: 3:00

But beyond the humor, what struck me was why people gave. But beyond the humor, what struck me was why people gave. It wasn't out of pity, it wasn't out of fear. It was because they saw themselves in Henry. They saw joy, resilience and the beauty of a life well lived. They wanted to be part of something happy. And that joy Henry's joy became contagious. When we celebrate life, people want to be part of it. They want to uplift, honor and support. And that's why joy works in fundraising. It creates connection, it makes giving feel really good and, trust me, when giving feels that good, people keep coming back. Now Henry's story was filled with laughter and lightheartedness. But joy doesn't have to come from humor. Sometimes it comes from the smallest, most tender of moments. And that brings me to Tate.

Keith Greer, CFRE: 3:56

Tate was the youngest hospice patient we ever had. He was born with a congenital heart defect and, despite every effort, his doctors could not offer a cure. His parents were devastated. Hospice had never even crossed their minds before. It was something for grandparents, not for newborns. But when they were introduced to our team, they realized hospice wasn't about dying. It was about living, living fully in whatever time you have left, surrounded by love, by comfort and moments that matter. And that's exactly what they did for Tate One night.

Keith Greer, CFRE: 4:33

After dinner they looked at their tiny baby boy and asked a simple question Can we give him some ice cream Now? Typically you're not going to give a baby ice cream Too much sugar, too soon. But the hospice nurse just smiled and said he's on hospice care. Give him what makes him happy. So they did. And in that moment they saw something they would never forget Tate's eyes, big and round, locked onto that spoon. He grabbed it with both hands. The second that ice cream touched his lips and he held onto it with everything he had, like he was staking his claim on joy itself. His little face lit up with pure delight. It was one spoonful of ice cream, but it was a lifetime's worth of love and joy all packed into a single moment.

Keith Greer, CFRE: 5:24

That's the story we told, and while, yes, there was sadness in it, the overwhelming message was one of love, connection and the beauty of cherishing what we have while we have it. And the response? Unbelievable Donations poured in, not just money, but letters, hugs and stories from strangers who had lost children, from parents who held their babies a little tighter that night, from people who simply wanted to be part of the love that surrounded Tate and his family. Because that's what joy does. It doesn't just inspire generosity, it creates belonging. People don't just give, they join, they step into the story with you. And isn't that exactly what fundraising should be? So why does joy work in fundraising? Why did people rally around Henry's birthday or Tate's ice cream moment with such generosity? Because joy creates connection.

Keith Greer, CFRE: 6:23

When people give out a joy, it's not just about solving a problem, it's about being part of something beautiful, something uplifting, something that reminds them of the good in the world. And when donors feel that they don't just give once, they give again and again and again because they want to keep feeling that connection. Joy also fosters genuine gratitude on both sides. Think about it when a donor gives and they feel appreciated, inspired and connected, they walk away grateful for the opportunity to help. That's why I'm still shocked, even after almost 15 years in this profession, when donors thank me for letting them give us money. But it makes sense. Giving with joy validates who they are. It allows them to be the very best version of themselves. And, beyond that, joy builds community. When you tell a joyful story, people don't just donate, they share, they talk about it with their friends, they post about it online. They spread the love and suddenly your mission isn't just yours anymore. It belongs to everyone who's touched by that story.

Keith Greer, CFRE: 7:41

Now contrast that with fear-based fundraising. Sure, fear gets a quick reaction, it creates urgency, but it also leaves people feeling tense, exhausted and manipulated. It's a short-term game and donors might give once, they might give twice or even three times, but they're less likely to stay for the long haul, because no one wants to feel emotionally drained every time they open their wallet. So let me ask you, which kind of fundraising would you rather be? A part of the kind that fills people with anxiety, dread and despair We've got enough of that in our world or do you want the kind that makes them feel hopeful, connected and grateful? Exactly, and that's why joy isn't just a nice approach to fundraising, it's the better approach.

Keith Greer, CFRE: 8:36

So let's talk about fear-based fundraising for a second. I mean, we've all seen it the desperate, panicked appeals If you don't give right now, disaster will strike. We're on the verge of collapse, everything you care about is at risk unless you donate today. And look, I get it. Fear works In the short term. It triggers an immediate response because it preys on our anxiety. Preys on our anxiety. But let's be real, it feels awful. It feels awful to write those appeals. It feels awful to send them and, honestly, it feels really awful to receive them.

Keith Greer, CFRE: 9:21

Because here's what happens when you fundraise with fear. You guilt people into giving, but guilt is not a sustainable emotion. You pressure them into a transaction instead of inviting them into a relationship. You might get their money once, but they'll remember how you made them feel and are they going to come back. And then there's donor burnout. People can only handle so much panic. Before they decide to tune out, they start seeing every email, every letter, every call as another alarm bell and eventually they stop responding altogether.

Keith Greer, CFRE: 9:54

Now think about what kind of organization you want to build. Do you want donors who give because they're scared or because they believe in your mission, because they want to be a part of something good, or because they believe in your mission because they want to be a part of something good? Nonprofits are filled with heroes, not villains. So why would we want to coerce people into giving? Why would we manipulate them into action when we have something so much better to offer? If fear is the only tool in your fundraising toolkit, get some new tools. And, frankly, we've seen what happens when fear is the foundation of fundraising. Political campaigns have been running that playbook for years whipping people into a frenzy, making them feel like everything is on fire, keeping them locked in a constant state of panic. And sure, they raise a lot of money, but at what cost? That's not who we are. That's not what our sector is about. We don't scare people into giving. We inspire them, and that's exactly what we're going to do.

Keith Greer, CFRE: 10:57

So here's my challenge for you Take a look at your fundraising strategy. Your emails, your letters, your campaigns. Are they built on joy? Are they inviting people into something really beautiful, or are they relying on pressure, guilt or panic? Because I promise you this when you lean into joy, everything changes. Your donors feel good about giving, they come back, they share your mission with their friends and you. You get to build relationships that last, instead of chasing one-time transactions.

Keith Greer, CFRE: 11:34

Joy isn't just a fundraising tactic, it's a movement, one that brings people together, reminds them of the good in the world and makes generosity something they're grateful to be a part of. So let's make that the standard. Let's lead with joy, invite people in and give them stories worth celebrating. And hey, I would love to hear from you. Have you seen the power of joy in your own fundraising? Send me a message, share your favorite joyful fundraising stories and let's keep this conversation going. Thank you for being here today, thanks for the work that you do and thank you for bringing a little more joy into the world. This has been let's Talk Fundraising. I'm still Keith Greer and I'll see you again real soon.