When major political or societal events unfold, emotions run high. People witness injustice, feel a surge of anger, and want to take action. This reaction is natural—outrage is a powerful force. But instead of letting it consume us, we have a choice: to channel that energy into something constructive. That’s where generosity comes in.
We’ve seen this time and again—after a controversial Supreme Court decision, a pivotal election, or a moment of social upheaval, donations pour into organizations fighting for change. But this isn’t just about generosity—it’s about transforming outrage into meaningful, sustained action.
Let’s explore how organizations can help people turn their anger into long-term impact and enduring supporter relationships.
A. Turning Anger into Generous Actions
When people witness injustice, their first instinct is often frustration or anger. Instead of remaining passive, many channel that energy into action by donating to organizations that align with their values. This immediate response—sometimes called "rage giving"—is a way to fight back against forces that feel overwhelming. But for nonprofits, the key challenge is turning that momentary reaction into sustained engagement.
B. Look Back: The Rise of Emotion-Driven Giving
The term “rage giving” really took off after the 2016 U.S. election. It was a big wake-up call for many, leading to a huge surge in donations from people eager to take action. Since then, events like the Roe v. Wade reversal have fueled this emotional giving spree, with more people stepping up to donate to causes they feel passionate about.
C. 2024: The Year of Surges
Last year, anger-driven giving was more visible than ever. Key issues like reproductive rights, environmental justice, and immigration reform have inspired people to take action, supporting nonprofits that reflect their values. For organizations, the challenge isn’t just capturing these donations—it’s ensuring they lead to long-term engagement and lasting impact.
D. The Power of Emotions in Fundraising
Why Emotions Drive Giving
When people witness injustice, anger ignites a deep sense of urgency—an instinct to do something, anything, to push back. Donating becomes an immediate way to turn frustration into action, offering a sense of agency in an otherwise overwhelming moment. But while outrage may open wallets, it’s not what keeps people engaged in the long run.
Immediate Impact vs. Long-Term Engagement
A single donation in response to a crisis is valuable, but it’s only the beginning. If nonprofits don’t act quickly to engage these donors, the surge in generosity fades as emotions cool. The real challenge is transforming these moments of reactionary giving into long-term commitment—turning anger into sustained support that fuels lasting change.
E. Strategic Approaches: Lessons from the Field
ACCESS REPRODUCTIVE JUSTICE’s Secret Sauce
Take ACCESS RJ, for example. After the Roe v. Wade decision, they didn’t just sit back and wait for the storm to pass. They harnessed the energy of those donations and thought about how to integrate those funds into their future growth strategy. By being transparent, communicative, and clear about how donations were used, they turned short-term support into long-term partnerships.
Earthjustice & NILC: Masters of Proactive Fundraising
Earthjustice and the National Immigration Law Center (NILC) have it down when it comes to using rage giving as a stepping stone. Earthjustice capitalized on their proven track record of successful litigation to show donors that their money would be put to good use for lasting change. Similarly, NILC used pre-election webinars to frame their mission and prepare their community for ongoing support. Both organizations took immediate action while laying the foundation for long-term engagement.
F. Turning Emotional Donors into Lifelong Supporters
Ride the Emotional Wave
Once a donor gives out of anger, don’t just say “thanks” and move on. Engage with them on a personal level. Reach out with a heartfelt thank-you, show them how their contribution is already making a difference, and let them know you’re in it for the long haul. That connection is what will keep them coming back.
Shift from Rage to Purpose
While anger may inspire an initial donation, purpose keeps people engaged. Instead of focusing solely on what’s wrong, highlight the positive change their support makes possible. Give them tangible ways to contribute beyond donating, reinforcing the idea that their involvement matters.
Keep Them Informed
Once a donor is on board, don’t leave them hanging. Keep them updated on how their donations are being used, what impact they’re making, and what’s next. Regular, transparent communication builds trust and keeps that emotional connection strong.
G. Turning One-Time Donations Into Sustained Giving
Optimize Your Giving Infrastructure
Let’s talk about the backend. Make sure your donation pages are optimized for recurring gifts. Offer clear options for monthly or yearly contributions. The goal is to make it super easy for donors to continue supporting your cause without any friction.
Welcome Your New Donors
Once you’ve got that first donation, don’t just thank them and move on. Create a donor welcome strategy that includes follow-up emails, updates on your organization’s progress, and opportunities for further engagement. This is how you nurture a donor relationship into a long-term partnership.
Understand Your Donors’ Motivations
Why did they donate in the first place? Survey your donors to understand what really drives them and tailor your messaging accordingly. Is it reproductive rights, environmental justice, or something else? Get to know your community’s values and make sure your communications reflect them.
H. Future-Proofing Your Nonprofit for Surges in Giving
Be Ready for the Next Surge
Emotional-driven giving is unpredictable, but that doesn’t mean you can’t prepare for it. Develop a strategy for political or societal shifts so that when the next big event happens, your nonprofit is ready to jump into action.
Scenario Planning Is a Must
Take a page from NILC’s playbook and start planning for different scenarios. What if there’s another major election? A new Supreme Court decision? Be prepared with a game plan that will allow you to act quickly, keeping your donors engaged and active.
Building Long-Term Relationships
The real key to success is turning short-term emotional responses into lifelong supporters. By keeping donors informed, providing actionable steps, and maintaining transparency, nonprofits can transform one-time donations into meaningful, long-term relationships.
Generosity has the power to fuel transformation. By meeting donors where they are—acknowledging their emotions, offering clear pathways to action, and keeping them connected—nonprofits can turn moments of urgency into enduring impact. When people respond to the world’s challenges with generosity, they’re not just giving; they’re building a better future, one act of support at a time.