Fundraising is about relationships, not transactions. Dr. Russell James, in The Primal Fundraiser, explains how donor psychology is driven by two key principles: subjective similarity (“I’m like them!”) and reciprocal alliances (“I’m with them!”). Donors give more when they feel a deep connection—not just support, but true belonging. Fundraisers can foster this by using identity-driven storytelling, inclusive language, and recognition that makes donors feel like partners. When donors shift from giving to belonging, they commit for life, leading to larger and longer-lasting gifts. Strengthen relationships, and you’ll strengthen giving.