5 Ways to Supercharge Your Fundraising With the Theory of Reactance

In a remarkable display of strategic messaging, the Democrats raised a staggering $540 million in just over a month since Vice President Kamala Harris joined the presidential race in July by centering their campaign around a single, potent word: “freedom.” This isn’t just a testament to the power of political fundraising; it’s a masterclass in leveraging human psychology to galvanize action. 

Minnesota Gov. Tim Walz’s speech at the Democratic National Convention was heavy on the freedom theme:

“Freedom. When Republicans use the word freedom, they mean that the government should be free to invade your doctor’s office. Corporations — free to pollute your air and water. And banks — free to take advantage of customers.

“But when we Democrats talk about freedom, we mean the freedom to make a better life for yourself and the people that you love. Freedom to make your own healthcare decisions. And yeah, your kids’ freedom to go to school without worrying about being shot dead in the hall.”

At the heart of the Democrat’s strategy lies the psychological theory of “reactance,” a powerful force that nonprofits can harness to supercharge their fundraising efforts.

The Science Behind Reactance

Reactance theory, a concept psychologist Jack Brehm developed in the 1960s, describes how people are motivated to restore their freedoms or choices when they perceive they are being threatened. This emotional and behavioral response is a fundamental part of human psychology. It drives people to assert their autonomy, often in unexpected and powerful ways. For the Democrats, this has meant mobilizing voters and donors who feel their liberties are under siege. Understanding and applying this theory can unlock new dimensions in fundraising strategies for nonprofits.

The concept of psychological reactance is a pivotal idea in social psychology, alongside many other influential theories from the era. Brehm was a student of Leon Festinger, the psychologist behind “cognitive dissonance theory,” an idea that has long been a part of popular culture. Cognitive dissonance describes how people experience psychological discomfort when their beliefs and actions are inconsistent. This discomfort motivates individuals to resolve the inconsistency, often by changing their beliefs or behaviors.

Reactance is related to this notion of discomfort and resistance, but it focuses on a different kind of psychological tension. In his classic 1966 book, "A Theory of Psychological Reactance," Brehm explores what happens when people perceive their freedom is being threatened or taken away. He describes the psychological mechanisms triggered when our sense of autonomy is compromised — whether it’s an outright removal of choices or a more subtle infringement on our ability to decide freely.

Why Does Reactance Happen?

We experience reactance because of our fundamental need for self-determination. Brehm suggested that psychological reactance is (at least partly) a positive thing. It enables us to maintain control over our lives and make decisions that enhance our survival and well-being. Our need for freedom and autonomy undergirds our capacity to thrive and pursue fulfilling lives.

Over the past 50 years, psychologists have explored how people attempt to reclaim their autonomy when they perceive it to be under threat. Whether through outright defiance, negotiation, or subtle resistance, the human drive to preserve freedom is powerful and pervasive. One such response has been dubbed the “boomerang effect.” This is when you’re told to do (or not do) something, and you do the exact opposite. We’ve all seen this happen. One must think back no further than the COVID-19 mask mandates to understand what a powerful psychological driver reactance is on attitudes and behavior. 

Most of the time, we think of reactance as something to be avoided. So, leveraging reactance to get people to do things like support a nonprofit’s mission is a kind of reverse psychology. The secret sauce behind the strategy involves linking the mission to supporters' freedom and autonomy and persuading them it is under threat. Let’s explore some ways nonprofits can harness reactance to fulfill their missions. 

1. Creating a Sense of Urgency and Autonomy

One of the most effective ways nonprofits can leverage reactance is by creating a narrative emphasizing a potential loss or threat to a core value or cause. Just as the Democrats have used the notion of “freedom” under threat to drive donations, nonprofits can craft messages highlighting what’s at stake if immediate action isn’t taken.

For example, an environmental nonprofit might frame its appeal around the idea that a beloved local habitat is at risk of destruction, triggering a reactance response among supporters who feel a deep connection to that space. By framing the appeal as a choice between action and irreversible loss, the nonprofit taps into the donor’s innate desire to restore a sense of control and protect what they care about.

Similarly, nonprofits focused on social justice might emphasize threats to basic rights or freedoms — whether that’s access to clean water, fair housing or educational opportunities. By positioning these issues as under attack, the organization can trigger a powerful drive in potential donors to reclaim and protect these rights.

2. Personalizing the Threat

Another effective tactic is to personalize the perceived threat. People are more likely to respond to situations where they feel a direct, personal connection. Nonprofits can craft their messaging to highlight how a potential loss would affect not just the broader community but individual supporters or their loved ones.

For instance, a health nonprofit could create messaging around how recent legislative changes threaten access to critical treatments that a donor’s family member might need. This is what Democrats have done around the issue of women’s reproductive freedom. Research has shown that reactance is strongest when people perceive some formerly held freedom has been taken from them. Personalization of a threat heightens the sense of urgency and can drive donors to take action to restore their sense of security and freedom of choice.

3. Emphasizing Empowerment Through Giving

Reactance is most effectively triggered when individuals feel empowered to make a meaningful choice that counters the perceived threat. Nonprofits should, therefore, frame donations not just as a financial contribution but as a powerful tool for restoring control and defending against loss.

Consider a nonprofit advocating for free speech rights. Their messaging could emphasize that each donation is a stand against censorship and tangible action that restores the freedom to express diverse opinions. By highlighting the direct impact of each donation, the organization allows donors to feel they are actively participating in the fight for a cause they believe in.

4. Creating Urgent, Time-Limited Appeals

Urgency is a critical component in triggering reactance. When people perceive a limited window of opportunity to act, they are more likely to feel a sense of loss or restriction, which can drive them to action. Nonprofits can capitalize on this by creating time-limited appeals that stress immediate action is needed to prevent a loss.

For example, a wildlife conservation nonprofit might issue an urgent fundraising appeal stating they have just one month to raise the necessary funds to secure a critical piece of land that will soon be sold to developers. By emphasizing both the urgency and the potential loss, the organization taps into the psychological drive to act now rather than later.

5. Avoiding Overuse: Balancing Scarcity and Autonomy

While leveraging reactance can be a powerful tool, nonprofits must be careful not to overuse the strategy. Suppose supporters feel constantly bombarded by messages of loss and urgency. In that case, they may become desensitized or even resentful, leading to donor fatigue. It’s essential to strike a balance, using reactance strategically and sparingly to ensure messages remain impactful and motivating.

Additionally, nonprofits should always couple messages of urgency and threat with elements of empowerment and choice. This ensures that donors don’t feel manipulated but rather see themselves as empowered actors in the cause. Messages should convey that donors have the power to make a real difference and that their actions are a form of resistance against a perceived threat.

Reactance as a Fundraising Catalyst

By understanding and applying the principles of reactance, nonprofits can craft compelling, urgent and personalized fundraising appeals that motivate action. Just as the Democrats have harnessed this psychological force to rally donors and raise huge amounts of funds, nonprofits can use similar strategies to inspire their supporters to act swiftly and decisively. The key is to make donors feel that their choices are not only necessary but also powerful in protecting the causes they care about deeply. 

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.