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How do you train your staff and volunteers to communicate with empathy and authenticity?

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How do you train your staff and volunteers to communicate with empathy and authenticity? This is a crucial question for any nonprofit organization that wants to build trust, loyalty, and engagement with its donors, beneficiaries, and partners. In this article, you will learn some practical tips and strategies to help your team express emotions in nonprofit communications in a way that resonates with your audience and supports your fundraising goals.

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1 Why emotions matter

Emotions are powerful drivers of human behavior and decision-making. They influence how we perceive, remember, and respond to information and situations. Research shows that emotions can increase the effectiveness of nonprofit communications by enhancing attention, recall, empathy, and action. For example, stories that elicit positive emotions such as joy, gratitude, or inspiration can motivate donors to give more generously and frequently, while stories that evoke negative emotions such as anger, sadness, or guilt can spur them to take action against injustice or suffering.

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Jordan Carlton Schaul, PhD

Strategist & technologist helping media personalities & subject matter experts (jcsstrategies.com | drjordanschaul.com)
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Often, subordinates place managers and leaders on pedestals and because of it, we often feel obliged to live up to these expectations. However, if a manager can feel safe occasionally expressing vulnerability, the culture of a workplace can become more accommodating to the emotional and psychological welfare of all employees regardless of their rank or status in an organization.

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2 How to identify emotions

Before you can communicate emotions, you need to identify them. This means being aware of your own feelings and those of your audience. To do this, you can use various tools and techniques, such as an emotion wheel, which is a visual representation of the spectrum of emotions and their nuances, helping you name and categorize your feelings more accurately. Additionally, an emotion journal can be used to record your emotional experiences and reactions, allowing you to reflect on your triggers, patterns, and coping strategies. Lastly, an emotion survey, which is a questionnaire that asks your audience to rate their emotions on a scale or choose from a list of options, can help you understand their needs, preferences, and expectations.

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Ja'Melia P.

Dynamic educator, equity leader, and budding non-profit founder
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Self awareness is so important. When you are self aware you know your own personal triggers and can in turn spot those in others. It allows you to be more empathetic to others emotions and think more critically about your response. It ultimately allows you to put yourself in their shoes and further build the relationship.

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Christine G.

Early-Stage Startup Advisor | Author | Strategic Execution & Ecosystem Building | Princeton University Office of Innovation
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Having a mindfulness practice also helps create the space to identify emotions—and observe them as they are, without judgement. The act—and art—of noticing with present and purposeful intention but without immediate and premature analysis gives us the foundation from which to build better thoughts, actions, behaviors, and habits. A mindfulness practice could be something as “small” as closing the eyes and taking 5 breaths.

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3 How to express emotions

Once you have identified the emotions you want to communicate, you need to express them in a way that is clear, authentic, and appropriate. To do this, you can use language, tone, and body language. Language involves the words and phrases you use to convey your emotions, such as saying "I feel happy" (descriptive), "This is wonderful" (evaluative), or "Yay!" (expressive). Tone is the attitude and mood you convey through your voice, which can be loud, high-pitched, fast, and rising to express excitement, or soft, low-pitched, slow, and falling to express sadness. Body language involves gestures and movements with your face, eyes, hands, and posture, such as a smile, eye contact, nodding, and open posture to express agreement, or a frown, gaze avoidance, shaking, and closed posture to express disagreement.

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4 How to adapt emotions

Expressing emotions is essential, but it is not enough. You must also be able to adapt your emotions to the context, purpose, and audience. To do this, you must be flexible, responsive, and respectful of the emotional norms and expectations of different situations and cultures. To help you with this challenge, you can use emotional intelligence, emotional regulation, and emotional framing. Emotional intelligence is the ability to perceive, understand, manage, and use emotions effectively and appropriately in yourself and others, which can help you build rapport, empathy, and trust with your audience. Emotional regulation is the process of influencing and controlling your emotions, which can help you cope with stress, conflict, and uncertainty, and avoid emotional burnout or fatigue. Lastly, emotional framing is the technique of presenting and interpreting information in a way that elicits a desired emotional response from your audience, which can help you persuade, motivate, or inspire them to support your cause.

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5 How to measure emotions

Finally, you need to measure the impact of your emotions on your nonprofit communications and fundraising outcomes. To do this, you should collect and analyze data and feedback to evaluate the effectiveness and appropriateness of your emotional strategies and tactics. You can use emotion analytics, which applies AI and machine learning to measure and interpret emotions from various sources, to quantify and optimize your emotional performance. Additionally, you can solicit and receive opinions and suggestions from your audience, such as surveys, interviews, focus groups, or testimonials, to qualify and improve your emotional delivery and impact. Lastly, you can track and achieve your emotional objectives and goals by measuring and monitoring emotion indicators, such as engagement, retention, loyalty, satisfaction, or conversion.

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Laurie de Fleuriot de la Colinière, CFRE

Nonprofit Fundraising Consultant | Guiding small nonprofits to reach their fundraising goals with strategic and implementation support
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For a lot of small shops, highly technical methods of analytics can seem out of reach. It is difficult to find the technical expertise within your own team. Know that there is also value in a less structured approach to measurement... anecdotal evidence collected by informal interviews and testimonials. Next time you speak with a donor and they reference a specific communication (a brochure they picked up or a video they watched online), ASK them what emotions they felt and how the communication moved them. Bring that info back to your team to share and learn from together.

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How do you train your staff and volunteers to communicate with empathy and authenticity?

1

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5

1 Why emotions matter

2 How to identify emotions

3 How to express emotions

4 How to adapt emotions

5 How to measure emotions

Fundraising

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How do you train your staff and volunteers to communicate with empathy and authenticity?

1

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3

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5

1 Why emotions matter

2 How to identify emotions

3 How to express emotions

4 How to adapt emotions

5 How to measure emotions

Fundraising

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