The point we often miss when we talk about donations

How well do we truly understand the emotional and psychological benefits of giving to charity?

Welcome back to the Heritage Thinking Differently blog. This week, I want to share an insight that challenged my perspective on donor engagement. It stems from an episode of a podcast I recently listened to, which made me rethink how we approach our relationship with our audiences. The episode focused on the act of donating money, and I’ll include a link to it at the end of this blog.

As cultural professionals, we know that storytelling is at the heart of successful fundraising. The most effective charities craft compelling narratives that place the donor’s contribution at the centre of the impact. Whether it’s illustrating how a small sum can provide clean drinking water or save a child’s life, these stories are powerful motivators. Yet, it still surprises me how often museums place donation boxes in obscure corners with no explanation of how contributions make a difference. Equally perplexing is the lack of effort some institutions put into embedding giving into the overall visitor journey. Too many sites fail to tap into the audience’s natural inclination to support a cause they believe in.

But this blog isn’t about our ability to communicate—it’s about our failure to fully grasp the giving process from the donor’s perspective.

I urge you all to listen to The Happiness Lab podcast, particularly the episode featuring Jacob Goldstein titled Get Happier, Help Others. In it, Goldstein explores a fascinating question: how does giving make us feel? The conclusion is compelling—we are remarkably bad at predicting what will bring us happiness, and the emotional benefits of giving to others are often underestimated.

A study led by Elizabeth Dunn at the University of British Columbia perfectly illustrates this. Researchers gave participants $20 and instructed them either to spend it on themselves or to use it for someone else—perhaps by donating to charity or treating a friend to coffee and cake. They followed up later that day and again later in the week. The results were striking: those who gave to others reported longer-lasting happiness than those who treated themselves. Another experiment from the same team asked participants to predict whether spending on themselves or others would bring them greater joy. Overwhelmingly, people assumed that self-indulgence would make them happier—yet the data revealed the opposite.

This misjudgement is crucial for museums to understand. We often frame donations purely as acts of altruism, overlooking the profound psychological benefits they bring to the donor. People feel happier when they can see the direct impact of their giving, but even when they can’t, the simple act of donating still provides a lasting sense of satisfaction.

One-way museums can harness this knowledge is by expressing gratitude more intentionally. Dropping a coin into a neglected donation box is an impersonal experience, offering little in return to the donor. Compare this to the warm smile and heartfelt “thank you” received when buying a poppy from a volunteer on Remembrance Sunday—it’s a fundamentally different interaction. Acknowledging and celebrating donors not only enhances their experience but also encourages others to give. Museums must recognise that the way we appreciate our donors—both in person and through messaging—has the power to amplify their sense of fulfilment and, in turn, increase contributions.

In my commercial reviews, I always examine the giving process, and I’d love the opportunity to explore this further with you. In the meantime, I hope you take a moment to listen to the podcast and reflect on how your institution’s messaging can make donors feel truly valued.

Podcast Recommendation:

The Happiness Lab with Dr Laurie Santos

Episode - Get Happier, Help Other with Jacob Goldstein

While you’re here, if you haven’t already seen my latest announcement regarding the future of Nick Winterbotham’s strategic planning program, I encourage you to visit my recent blog for more details.

Paul Baker

Link:

The Thinking Differently Blog

Heritage Thinking Differently - Strategic Planning