Positive communication: a hidden lever for supporter wellbeing and loyalty
Authored by Sam Thomas
Even small, positive acts of communication—listening, affirming, showing genuine attention—can generate uplifted emotions in donors. Over time, these emotional boosts help build trust, belonging and loyalty. For fundraisers, that means stewarding well is more than a duty: it’s a behavioural tool worth designing and measuring.
Why this paper caught my eye
We talk a lot about donor experience, messaging, and engagement — but more rarely about how we communicate, beyond content. Mukherjee reminds us that positive interpersonal communication itself is a force multiplier: it can elevate people’s mood, strengthen relationships, and build goodwill. In the charity space, where relationships and trust are everything, this is a subtle but powerful domain to explore.
What the researcher did
The paper isn’t a fundraising study — it comes from psychology and communication theory. Mukherjee argues, mostly by drawing on broader psychological literature, that interpersonal communication shapes emotions, which in turn influence health, wellbeing, and social cohesion. The claim is that positivity in interactions (tone, words, attention) helps individuals feel better — and those improved emotions build internal resources (mental, social, physiological).
Applied to non-profit work, this suggests that how staff and teams communicate with donors (not just what they say) matters — and that this communication is not icing on the cake, but integral to supporter relationships.
What this means in a fundraising context
Positive communication = emotional return: When a donor receives a warm, engaged message—one that conveys respect, care, affirmation—that small emotional lift can accumulate. It’s part of the “return” a donor gets beyond the impact of their gift. That uplift helps strengthen bonds, building goodwill and loyalty.
Everyday interactions are touchpoints: It’s easy to design your big communication moments (thank yous, impact reports). But this research encourages you to lean into the “small moments”: short replies to emails, phone calls, check-in messages. These are micro-opportunities to bolster positivity and trust.
You don’t need fancy campaigns for impact: Mukherjee argues that positive communication rests on attitude, not resources: listening attentively, caring tone, genuine interest. You don’t need grand gestures—small, consistent warmth has compounding effect.
Practical tactics you can try
Here are simple ways to test positive interpersonal communication in your fundraising or stewardship:
Rewrite a thank you email to be more affirming: Instead of purely transactional language, add a short phrase like “It means so much that you took the time to support us—thank you for believing in this cause.”
Build a “micro-affirmation” into responses: For inbound donor replies or queries, include a one-sentence expressing gratitude for their engagement and acknowledging their perspective.
Coach front-line team to listen first: In calls or interactions, begin by asking a short question (“How are you?” or “What matters most to you today?”) and really listen. Empathy opens doors.
Add a positivity check to your communications audit: When you review outgoing messaging (emails, letters, calls), flag places where tone might sound cold, transactional, or impersonal—and test inserting small affirming phrases or more relational language.
Try an A/B mini-test on email tone: Split a batch of thank you emails into two variants: one with standard, functional language; one that includes a short positivity phrase (“We’re so grateful for you, and we truly value you as part of our community”). Track engagement, reply rate, and small donations.
What to measure
Emotional response: In a post-touchpoint micro-survey, include one quick question like “How positive did this message make you feel?” or “How valued did you feel as a supporter on receiving this email?”
Engagement metrics: Reply rates, open rates, donor replies, anecdotal feedback.
Behaviour metrics: Whether donors giving again, retention rate, upgrade rate, or response to subsequent asks.
Caveats & boundaries to keep in mind
The research is theoretical and draws on general psychological literature, not non-profit specific data. So while the logic is solid, it’s not yet proven in charity fundraising settings.
The timing and context of communication matter. A “positive” message can fall flat if delivered at a stressful moment (e.g. asking for money too soon after a negative experience).
Different donors have different preferences. Some might prefer more formal tone; others welcome warmth. Use segmentation and testing to find what works for your audience.
Starting small — a micro-experiment you can roll out now
Pick a recent thank you or recommitment email.
Create two versions: one standard, one with a short positive affirmation phrase.
Send to a small donor sub-group.
Gather feedback or engagement metrics (open, reply, small additional giving) over 2–4 weeks.
Review results and iterate.
Final thought
Mukherjee’s work reminds us: communication is not just content, it’s relationship work. Those tiny touches of warmth and connection build goodwill cumulatively — and goodwill is a core currency in fundraising.
This paper doesn’t hand us big campaigns, but it hands us a lens: look for relational edges in every email, call, newsletter.
References
Mukherjee, I. (2017). Enhancing positive emotions via positive interpersonal communication: An unexplored avenue towards well-being of mankind. Journal of Psychology & Clinical Psychiatry, 7(4), 1–7. MedCrave Group Kft. https://www.ceeol.com/search/article-detail?id=1296637