Reading Time: 4 minutes

LISTEN ON APPLE | LISTEN ON SPOTIFY

This episode is brought to you by GivingTuesday! GivingTuesday is a global generosity movement that started in 2012 with a simple idea: a day to do good.

This year, on Tuesday, December 2, 2025, join the conversation: share your favorite nonprofit’s campaign, volunteer for a cause you care about, share an act of kindness, or encourage your audience to do the same.

Use #GivingTuesday, tag @GivingTuesday, and visit GivingTuesday.org/Participate to get involved and inspire others!

Start with Heart: Why Emotional Intelligence Is Every Fundraiser’s Superpower with Bill Crouch

Would you believe that emotional intelligence could be the most powerful fundraising tool your nonprofit has? According to Bill Crouch, CEO of BrightDot and author of Start with Heart: The Secret Power of Emotions to Catalyze Fundraising Results, it’s not a “soft skill”, but a measurable driver of donor engagement and fundraising performance.

In an industry that often focuses on data, campaigns, and transactions, Crouch challenges us to look deeper: to start with empathy, lead with purpose, and create genuine human connection. His philosophy (and BrightDot’s signature Teach, Train, Transform methodology) proves that resilience and emotional intelligence aren’t just nice-to-have traits. They are the foundation of lasting donor relationships and transformational fundraising outcomes.

---

From Transactions to Transformation

BrightDot’s Teach, Train, Transform approach reimagines what it means to fundraise with heart.

• Teach represents the science: the knowledge and structure that guide fundraising teams.

• Train brings in the art: applying emotional intelligence, storytelling, and strategy to connect with donors on a deeper level.

• Transform happens when those two come together to create measurable, lasting change.

As Crouch puts it, “Knowledge can be purchased. Wisdom has to be practiced.” His team even challenges clients to brush their teeth with their non-dominant hand for 63 days, a tangible way to build new habits and prove that transformation takes time and intentionality.

---

Building Emotionally Intelligent Fundraising Teams

One of BrightDot’s most innovative practices is measuring emotional intelligence (EQ) among development staff. Through its Development Star Assessment Tool, the company helps organizations identify fundraisers who are not only skilled but also emotionally resilient, empathetic, and self-aware.

“Emotional intelligence consistently outperforms experience or metrics like dollars raised,” says Crouch. “We’ve found that fundraisers who can regulate their emotions, stay positive, and connect authentically with donors outperform those relying on transactional methods.”

Hiring practices are also evolving. Crouch suggests asking deeper questions, not just about experience, but about childhood joy, resilience, and team collaboration. These conversations reveal traits that data alone can’t measure.

---

The Power of “Mattership”

If you’re still using the word stewardship, it might be time for an upgrade. Crouch introduces a new concept: Mattership.

Mattership means going beyond thank-you letters and donor reports to truly show supporters that they matter. It’s about connection over communication.

Crouch shares a powerful example, a handwritten note that reads:

“Dear Mrs. Smith, I hope you’ll take a moment to raise a toast to yourself for your generosity. You matter to so many people, even some you’ll never know. Stephanie J. just became the first in her family to go to college. You made that happen.”

Imagine receiving that note. It’s personal, heartfelt, and unforgettable.

---

Rethinking Donor Engagement

Crouch’s work with a community college in Florida is a perfect case study in transformation. By restructuring their board accountability, team culture, and donor strategy through emotional intelligence, the school dramatically increased major gifts.

Instead of focusing on mass mailings or one-size-fits-all events, they spent time intentionally connecting with their top donors, even setting aside two-hour “Fundraising Focus” sessions each week with no distractions. Those windows of focus, Crouch says, can “blow the top off your results.”

---

Lessons from the Wealthiest Donors

Crouch’s research into high-net-worth donors uncovered a surprising truth: most fundraisers miss the mark because they make it about the organization, not the donor.

As one philanthropist told him, “Every fundraiser comes to me talking about their institution. What I want is someone who knows me.”

That insight should shift how every nonprofit approaches proposals, major gifts, and even marketing. “We teach our clients to use visuals, bullet points, and emotion-driven language,” Crouch explains. “We bring color, imagination, and creativity to every donor interaction.”

---

Sustainable Giving Through Emotional Connection

Crouch also sees emotional intelligence as the future of monthly giving. With tax laws shifting and donor habits changing, sustainers will be the key to financial stability. But automation can’t replace authenticity, it has to be paired with personalized appreciation.

“The most important day isn’t when they start giving,” says Crouch. “It’s when their credit card expires. That’s the day that shows whether they still feel connected to your mission.”

---

Leading with Heart

At its core, Crouch’s message is simple but transformative: fundraising is not about transactions, tactics, or timelines, it’s about people. When organizations teach, train, and transform their teams to lead with heart, they unlock the true power of generosity.

As he puts it, “When donors feel seen, heard, and valued, they don’t just give. They believe.”

---

Final Takeaway:
Start with heart, not the ask. Teach your team to blend data with empathy, structure with storytelling, and strategy with soul. Because when emotional intelligence leads, fundraising follows.

Resources & Links

Connect with Bill at bill@thebrightdot.com and learn more about BrightDot on their website.

Check out Bill’s book: Start with Heart: The Secret Power of Emotions to Catalyze Fundraising Results.

This show is brought to you by GivingTuesday! GivingTuesday is a global generosity movement that started in 2012 with a simple idea: a day to do good.

On Tuesday, December 2, 2025, join the conversation: share your favorite nonprofit’s campaign, volunteer for a cause you care about, share an act of kindness, or encourage your audience to do the same.

Use #GivingTuesday, tag @GivingTuesday, and visit GivingTuesday.org/Participate to get involved and inspire others!

My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.

Join The Sustainers, my Slack community for nonprofit professionals growing and scaling a recurring giving program.

Want to make Missions to Movements even better? Take a screenshot of this episode and share it on Instagram. Be sure to tag @positivequation so I can connect with you.