How Understanding Behavior Types Can Dramatically Improve Your Fundraising

Tom Iselin
May 6, 2016
4 min read

Updated: Dec 13, 2025

The more you know about what motivates people to make decisions of all types, the more effective you can be at raising money. This video discusses four major types of behaviors people exhibit and how you can adjust your presentations to increase your chances of a donor saying "yes" to your ask. Adopted from the book "Cause Selling."

How Understanding Behavior Types Can Dramatically Improve Your Fundraising

One of the most overlooked skills in fundraising isn’t writing better appeals or building better campaigns.

It’s learning how to read people.

When it comes to asking for money, donors are not all motivated by the same things. What inspires one donor may completely turn another one off. That’s why understanding behavior types is so powerful.

In the book Cause Selling, four primary behavior types are identified—each driven by different motivations and decision-making styles. When you learn to recognize these types and adjust your approach, your fundraising conversations become far more effective.

Below are the four behavior types—and exactly how to raise money from each one.

Why Behavior Types Matter in Fundraising

People don’t give because you presented the “perfect” case statement.

They give because:

They felt understood
They trusted you
The message resonated with how they think and decide

Fundraising isn’t about persuasion—it’s about alignment.

When you adapt your approach to the donor in front of you, you dramatically increase your odds of success.

1. Drivers: The Goal-Oriented Decision Makers

Drivers are:

Type A
Competitive
Results-focused
Action-oriented

They like efficiency and momentum. Drivers want to know what will happen, when it will happen, and what the outcome will be.

They don’t want long stories or emotional detours.

Fundraising Tactics for Drivers

Keep conversations short and focused
Ask brief, direct questions
Provide clear options
Use a giving pyramid or tiered choices
Focus on results, impact, and outcomes

With Drivers, clarity beats creativity.

2. Amiables: The Relationship Builders

Amiables are:

Type B
Agreeable and passive
Sensitive and people-oriented
Trust-driven

They care deeply about relationships and how people are treated. Decisions are often emotional and values-based.

Pressure shuts them down. Trust opens them up.

Fundraising Tactics for Amiables

Be genuine and authentic
Keep meetings informal
Build friendship before fundraising
Emphasize shared values
Reference trusted people and relationships

With Amiables, connection comes before the ask.

3. Expressives: The Visionaries and Influencers

Expressives are:

Creative
Enthusiastic
Recognition-driven
Drawn to innovation and visibility

They like being associated with big ideas and forward-thinking organizations. They want to feel part of something exciting and successful.

Fundraising Tactics for Expressives

Share the big vision and future plans
Talk about innovation and new ideas
Ask open-ended questions
Let them talk—they enjoy it
Highlight philanthropic wins and success stories

With Expressives, paint the picture and let them see themselves in it.

4. Analyticals: The Thoughtful Evaluators

Analyticals are:

Rational and logical
Detail-oriented
Cautious and methodical
Slow to decide

They don’t respond well to emotional pressure or hype. They want facts, proof, and time.

Fundraising Tactics for Analyticals

Share data, numbers, and measurable outcomes
Use visuals and charts
Explain how success is tracked
Be patient and low-key
Allow time for consideration

With Analyticals, information builds confidence.

The Real Skill: Adapting Your Style

The key isn’t labeling donors—it’s adjusting your approach.

Great fundraisers:

Observe how donors communicate
Listen for what motivates them
Match tone, pace, and content accordingly

One-size-fits-all fundraising leaves money on the table.

Key Takeaways

Donors are motivated by different behavior styles
Understanding behavior types increases fundraising success
Drivers want results and efficiency
Amiables value trust and relationships
Expressives are inspired by vision and recognition
Analyticals need facts, proof, and time

When donors feel understood, they are far more likely to give.

Summary

Fundraising isn’t just about what you ask for—it’s about how you ask and who you’re asking.

When you learn to recognize behavior types and tailor your approach, fundraising becomes more natural, more respectful, and far more effective.

Read people well.Adapt your style.And let donors give in the way that feels right to them.

That’s how great fundraisers consistently raise more money.

Tom Iselin

Rated One of America’s Best Board Retreat

and Strategic Planning Facilitators

About the Author

Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.

Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.

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If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!

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