Behavioural science shows that who communicates a message is often just as important — or more — than what the message is. We are not rational robots weighing only facts; we’re social creatures constantly scanning for social cues, trust signals, and authority markers.

This is known as the Messenger effect, and it’s rooted in ideas like:

• Social Proof (Card 67): we look to others to guide our behaviour.
• Authority Effect (Card 5): we’re more likely to listen to and follow perceived experts or leaders.
• In-group bias: we trust people who seem like “us.”
• Likeability bias: we’re more receptive to people we like or admire.

In fundraising: the messenger is strategic

Consider:

Peer vs. expert vs. leader

Different messengers activate different motivations:

• Peers (fellow donors, parents, members) = “People like me are giving — I should too.”
• Experts (researchers, doctors, curators) = “This is credible and well-managed.”
• Leaders (CEOs, Trustees, Artists) = “This is a serious priority.”

Smart fundraisers use the right messenger for the right moment.

Personalisation works

When an ask comes from someone the donor knows — a relationship manager, friend, or respected figure — it dramatically increases response rates. It’s why:

• Named signatories in letters/emails convert better.
• Trustee-to-peer asks often outperform staff-led ones.
• Celebrity patrons or ambassadors can shift attention and urgency (when aligned well).

Match messenger to message

• For a major capital ask, the chair or CEO adds weight and credibility.
• For a community appeal, someone directly affected (e.g. a beneficiary or frontline staff) adds authenticity and emotion.
• For a legacy gift, a peer sharing why they’ve pledged can feel far more persuasive than any brochure.

Multiple messengers reinforce trust

A donor who hears from the organisation in multiple voices (e.g. the artistic director, a donor and a volunteer) builds layered trust. They’re reassured it’s not just one person’s passion project.

In behavioural fundraising “who says it” can matter more than “what they say.” Choose your messengers with the same care as you choose your message.

When working on the Edinburgh Zoo (RZSS) legacy/bequest programme we tested five different possible messengers as displayed below.

Can you guess who played strongest with the target market (primarily older women who had visited the zoo)?  And why?

Answer below.

Famous naturalist

Zoo CEO and scientist

Existing legatee

Zoo keeper

Rocky the Rockhopper

Sure, many of you guessed…

• The zoo CEO was not well known despite his impressive scientific credentials.
• David Attenborough (famous naturalist) was well known and liked but associated with too many causes.
• The existing legatee played strongly and was admired for her commitment.
• The zoo keeper was very well regarded, mostly seen as a caring figure acting for donors.
• Best of all was… Rocky the Rockhopper penguin asking for help. (But then we had to drop her due to anthropomorphism!)