Immersive Donor Experiences Can Transform Major Giving
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
Last week at the Nonprofit Storytelling Conference, I had the privilege of delivering my keynote, "Casting Your Donors in a Lead Role: The Power of Immersion." The positive response from over 800 attendees was so encouraging that I wanted to share some of these concepts with you here in the Scaling Major Gifts newsletter.
As I shared about charity: water’s new immersive Experience Lab in Franklin, TN, the energy in the room was palpable. In fact, I received a heartfelt message from the charity: water team:
“Thank you, Tammy, for the work you do inspiring and leading others in the non-profit space! We’re grateful you shared about charity: water’s new immersive Experience Lab in Franklin, TN.” – charity: water
Another attendee, and dear friend, Dan Hanley, described the impact this way: "Being front row of Tammy's session is everything to me. Her stories of her lived experiences in relationship-building and fundraising always hit me and stay with me. She is also on my 'heart is full' list." – Dan Hanley
In my nearly 30 years as a major gift fundraiser, nonprofit leader, and fundraising strategist, I’ve witnessed countless evolutions in donor engagement. Yet, one core truth remains: donors don’t just want to give, they want to feel something profound through their support. The concept of immersive donor experiences, which I spoke about at the conference, is, in my experience, one of the most effective ways to inspire deeper, long-lasting relationships with supporters.
As major gift officers, development directors, executive directors, and board members, we spend endless hours thinking about how to connect, inspire, and retain donors. The challenge isn’t always convincing someone to care; sometimes, it’s helping them feel the difference they can make. I’ve found that the deepest, most loyal donor relationships are born not from statistics or annual reports, but from authentic, sensory, and story-driven experiences that cast donors themselves in a lead role.
Common Pain Points: When Donors Feel Like Extras, Not Leads
Over the years, I’ve seen organizations struggle to make fundraising truly resonate. Here are a few pain points I know you’ll recognize:
Transactional Engagement: Donors are thanked, but rarely immersed in the mission.
Overreliance on Data: We overwhelm supporters with numbers, sometimes forgetting that emotion shapes memory far more than facts ever could.
Passive Experiences: Galas, tours, and campaigns often leave donors watching from the sidelines rather than participating.
“Boring Office Syndrome”: Organizations fear that a lack of “onsite programs or puppies” limits their storytelling potential.
In my experience, major donors define their commitment by how an organization makes them feel, not just by what they’re told.
Strategies that Transform Giving: Immersive Empathy in Action
One approach I’ve seen work well leverages five psychological principles of immersion, which I consider essential in designing donor experiences:
Embodied Cognition: We process meaning through our senses. Creating multi-sensory experiences, in person or virtually, accelerates emotional connection.
Emotional Cognition & Mirror Neurons: Donors literally feel what they see and witness. Storytelling through video, VR, or interactive demonstrations enables empathy.
Transportation Theory: Losing yourself in a story transforms perspective. Invite donors to “step into” the shoes of those served.
Peak-End Rule: Emotion at the peak and end of an experience shapes memory. Design donor journeys intentionally for a powerful finish.
Cognitive Dissonance & Empathy Gap: Perspective shifts create lasting change. Challenge supporters to reflect and act, not just observe.
Central Examples of Powerful Immersion
The Water Walk at charity: water Experience Lab
Immersive empathy becomes truly tangible in the Water Walk, a central feature of the charity: water Experience Lab, a groundbreaking immersive exhibit in Franklin, Tennessee. This 4D, multi-sensory experience transports visitors into the daily reality of the global water crisis through advanced technology and deeply emotional storytelling. Guests pick up a jerry can and walk alongside Ugandan girls like Esther, simulating the 3.7-mile journey that millions undertake every day just to fetch water. The environment carefully recreates the sights, sounds, heat, and physical difficulty of the trek, offering a powerful perspective on the hardship this daily task presents around the world.
Virtual Reality & Simulation Goggles with MADD
At the conference, I also demonstrated the power of virtual reality simulating MADD’s (Mothers Against Drunk Driving) use of "drunk goggles" or impairment simulation goggles. When worn, these goggles mimic symptoms such as blurred vision, delayed reaction times, and loss of balance, allowing participants to experience firsthand the danger of driving under the influence, a powerful and memorable lesson about impaired driving.
Dinner in the Dark by Leader Dogs for the Blind
I shared another powerful example of immersion: "Dinner in the Dark," an annual event hosted by Leader Dogs for the Blind in Metro Detroit. This signature fundraising experience invites guests to dine while wearing blindfolds, simulating life with vision loss. The event is designed to foster awareness and empathy for clients who are blind or visually impaired, while also generating vital funding for Leader Dogs for the Blind’s programs and services. The impact of experiencing a meal without sight often leaves attendees with a greater appreciation for independence and access, far beyond what a simple story could convey.
Sleep Out by Covenant House Michigan
Another transformative example of immersion I shared is the Covenant House Michigan’s "Sleep Out," an annual event where participants give up their beds for one night to raise awareness and funds for youth experiencing homelessness. On event night, participants gather for programming led by young people with lived experience of homelessness, sharing their stories and breaking down common misconceptions. Activities begin in the evening and extend overnight; most sleepers spend the night outside with minimal comforts, such as cardboard or sleeping bags, simulating the vulnerability and hardship that unhoused youth face. Funds raised directly support Covenant House Michigan’s programs: shelter, food, education, job support, and recovery helping youth move off the streets toward independence.
Keynote feedback from attendees was both enthusiastic and thoughtful. Adam Clevenger shared,
"That’s another Nonprofit Storytelling Conference in the books! One of my favorite quotes: 'Empathy builds understanding, much more than stats. Emotion shapes memory; we remember the most intense emotion.'" – Adam L. Clevenger, CFRE
Other Practical Applications:
Virtual Reality Immersion: Transport supporters to project sites, showing rather than telling, the impact.
Shared Participation Moments: Pair inspiring stories with active participation, like writing notes to beneficiaries or assembling care kits.
Immersive empathy, I’ve found, builds understanding faster than any spreadsheet or annual report.
“Nothing happens until somebody feels something.” – Tammy Zonker
Actionable Takeaways for Immediate Impact
If you’re looking to implement immersion, start here:
Identify one visceral experience that demonstrates the cost of inaction.
Pair every story you tell with a moment of shared participation, invite donors to do, not just hear.
Apply the Peak-End Rule by closing every donor journey with a memorable, emotional high point.
Be creative, regardless of budget: Immersion isn’t about spectacle, it’s about authenticity and respect. Some of my most impactful events cost little more than time and empathy.
Center your work in empathy: When you help donors feel the story, you move beyond performance and invite genuine connection.
Donor Experiences Accelerate Relationships and Ignite Action
Throughout my journey in the field, long before the word “immersion” entered our lexicon, I’ve witnessed how transformative donor experiences accelerate relationships and ignite action. The enthusiasm at last week’s conference reminds me how ready our sector is for this shift. I encourage you not to underestimate the power of inviting donors into the narrative, letting them truly embody the change they create.
Wherever you are in your major gifts journey, know this: immersive storytelling is less about budget and more about the courage to create moments that matter. You have the ability to create these experiences, in your next event, in a one-on-one meeting, or even in a simple thank you call.
Let’s continue learning together. I welcome your stories, your questions, and your insights. What immersive approaches have worked for you? Where have you encountered hurdles? Drop me a note. I’d love to hear the ways you’re casting your donors in the lead, one experience at a time.
Keep scaling,
Tammy Zonker
Author, Major Gift Expert, Keynote Speaker
President, Fundraising Transformed
President, Modern Institute for Charitable Giving
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