How many New Year’s resolutions start with, “This year, I’m going to exercise more regularly”? And of those, how many play out like this:

• Day one: You’re a fitness god. The gym is your temple. You practically high-five strangers on the treadmill.
• Day two: Reality hits. Muscles you didn’t know existed are staging a rebellion.
• Day three: Your bed is officially the most comfortable place in the universe, and even the thought of moving feels like betrayal.

The resolution shifts from something you wanted to do to something you have to do—and the joy evaporates. Contrast that with indulging in a passion project, such as finally starting that garden you’ve always dreamed about. The difference in motivation is night and day.

This difference—between wanting to and having to—isn’t just a matter of preference. It’s grounded in solid psychological theory: Self-Determination Theory (SDT) and Identity Theory. And it has enormous implications for fundraising, donor engagement, and yes, inspiring meaningful action for your cause.

The Experiment: Conservation as Identity

A recent experiment examined how framing behavior as part of someone’s identity (“I am a conservationist”) versus as a goal (“I want to conserve energy”) impacts actions. Participants were measured on baseline conservation behaviors and values, then randomly divided into one of 3 email journeys over the next 2 weeks.

• Identity Frame: Turned the behavior of conserving into an identity – e.g., “You are a conservationist.”
• Goal-Setting Frame: Turned the behavior of conserving into a goal – e.g., “Set a goal to conserve energy.”
• Control: A neutral message.

The results? Framing conservation as an identity led to significantly higher behavior change compared to the other approaches. When people see a behavior as part of who they are, they’re far more likely to act consistently with that identity.

Why Identity Matters More

• Self-Determination Theory (SDT) emphasizes autonomy, competence, and relatedness. When behavior aligns with identity, it feels self-directed, affirming, and meaningful.
• Identity Theory suggests that people act in ways that align with their self-concept. If conserving energy reinforces “I’m the kind of person who cares about the environment,” they’re more likely to follow through.

Making It Practical: Subtle Identity Priming

Imagine a donor named Jane, who grew up in a small town where community meant everything. Helping others wasn’t a duty; it was woven into the fabric of daily life. When Jane gets an email from your food bank, it tells the story of a neighbor facing tough times. The message doesn’t tell Jane what to do—it invites her into the story. It’s a story she already feels part of because it resonates with her values and sense of belonging.

To implement this:

• Tell Relatable Stories: Share narratives that reflect the shared values of your audience. Instead of overtly labeling their identity, show characters or situations they can naturally see themselves in.
• Imply, Don’t State: Rather than saying, “As a conservationist, you…”, highlight actions that someone who values conservation might take and let them connect the dots.

Fundraising isn’t about guilting or convincing; it’s about inviting people to act in ways that feel true to who they are. Whether it’s a conservationist, a justice-seeker, or a neighbor who cares, identity is the key to making the behavior feel easy because it’s values aligned.

Next time you craft an appeal, think about the story you’re inviting your donor into. Is it a story they already feel part of? Because when donors act from a place of identity, they’re not just giving—they’re living their values. And that’s motivation that lasts.

Kevin