Creating An Awesome Event: The Psychology Behind Successful Paddle Raises
By: Samantha Swaim, Swaim Strategies
As fall fundraising approaches, it’s time to talk to your major donors and set yourself up for success with pre-committed gifts. There's a moment at every gala when the auctioneer asks for that first paddle to go up for the special appeal. The room holds its breath. Hundreds of eyes scan for movement. And in that suspended second, the entire success of your fundraising effort hangs in the balance.
What happens next isn't just about generosity—it's about the fundamental human psychology of belonging, trust, and movement creation that Derek Sivers brilliantly captured in his three-minute TED Talk about how movements start.
The Anatomy of a Fundraising Movement
Sivers showed us that movements don't begin with charismatic leaders—they begin with brave first followers. The "lone nut" dancing on the hillside only becomes a leader when someone else joins in, transforming individual action into collective behavior.
Your paddle raise operates on identical principles. That first paddle up isn't just a donation—it's a declaration of belonging. It signals to everyone else in the room that this cause is worth supporting, that giving is the social norm, and that they're invited to join something meaningful.
But here's what most fundraisers get wrong: they leave this critical moment to chance.
The Neuroscience of Belonging and Giving
Paul Zak's groundbreaking research on immersion reveals why a paddle raise is so powerful. When people feel immersed in a shared experience—when they sense they belong to something larger than themselves—their brains release oxytocin, the "trust hormone" that makes them more likely to engage in prosocial behavior like giving.
The key insight from Zak's work: people need to be given an opportunity to participate in this immersive experience. A fundraising event without a paddle raise fails to create that sense of shared momentum. Instead of immersion, you get isolation—individual donors making lonely calculations about whether to give at another point in time. Capitalize on the moment of gathering, the emotional connection, the collective opportunity to belong to something bigger than self and ask donors to raise those bid paddles high. You will see donors consider the event more successful when they feel an opportunity to participate.
Brené Brown's research on belonging reinforces this principle. True belonging isn't passive—it requires active participation in something meaningful. When you’ve done your homework in advance and have a donor ready to kick things off, donors see others already committed, they're not just being asked to give money; they're being invited to belong to a community of people who care. They are being invited to join.
The Strategic Architecture of Movement Creation
Here's the formula that transforms a fundraising ask into a movement:
The Lead Gift: Your "Lone Nut" Before the event, secure one significant lead gift at your highest level. This isn't just about the dollars—it's about creating the initial signal that this cause deserves major investment. It’s sets your bar for fundraising and builds off the energy of the story you’ve told. Your lead donor becomes the "lone nut" who demonstrates that big, bold action is both possible and appropriate.
The Critical Mass: Three Gifts at Top Tiers But one gift, no matter how large, remains isolated. You need at least three pre-committed gifts in your top two giving levels to create what the "tipping point"—the moment when joining becomes safer than staying on the sidelines.
These three gifts serve multiple psychological functions:
They prove the lead gift wasn't an anomaly
They establish a social norm of giving at significant levels
They create momentum that makes hesitant donors feel they're joining a movement, not making a risky individual decision
The Matching Challenge: Lowering the Barriers Finally, a matching gift challenge serves the same function as Sivers' observation that "followers emulate followers." It makes participation easier and more attractive by amplifying impact. When donors know their gift will be doubled, they're not just giving—they're activating additional generosity.
The Psychology of Social Proof in Action
When your auctioneer asks for paddles at the highest level and three immediately shoot up, something powerful happens in the room. The social dynamic shifts from "Should I give?" to "How much should I give?"
This isn't manipulation—it's alignment. You're creating the conditions for people to express their genuine values without the paralysis of social uncertainty. Rhodes Perry's work on belonging shows that people desperately want to be part of meaningful communities; they just need clear signals about how to join.
The Tipping Point Moment
Here's what happens when you've properly structured your paddle raise:
The first few gifts create credibility. The next few create momentum. By the time you're asking for smaller gifts, giving has become the clear social norm. Donors aren't wondering whether they should participate, they're deciding at what level.
This is the essence of Sivers' insight: movements happen when individual courage becomes collective behavior. In fundraising terms, when individual generosity becomes community generosity.
Beyond the Numbers: Creating Lasting Connection
The most successful paddle raises don't just raise money—they create belonging. When donors feel they've joined a movement rather than simply made a transaction, they become long-term partners in your mission.
This is why the pre-work matters so much. Those lead gifts and matching challenges aren't fundraising tactics—they're community-building tools that help people understand how they can meaningfully participate in something larger than themselves.
The Movement Mindset for Fundraisers
As you plan your next special appeal, think like a movement builder, not just a money raiser:
Start with your "lone nut": Secure that lead gift that demonstrates bold commitment
Build your first followers: Lock in at least three gifts at your top two-tiers to create unstoppable momentum
Lower the barriers: Use matching gifts to make participation easier and more impactful
Trust the psychology: When people see a movement forming, they want to belong to it
Remember Sivers' key insight: "Leadership is over-glorified. It was the first follower that transformed a lone nut into a leader."
In fundraising, it's not your most passionate board member or your largest donor who creates success—it's the strategic architecture that makes following feel natural, safe, and meaningful.
Your paddle raise isn't just about raising funds. It's about creating a moment when individual generosity becomes collective movement, when donors don't just give to your cause—they join your community.
And that's a movement worth starting.
Do you need help crafting this moment at your next event? We can help you raise more money.
Join us March 3-4, 2026 at Elevate: A Conference for Fundraising Events where we will help you to design a program that raises paddles and builds your movement.