The Science of Yes: 7 Decision Profiles That Lift Donor Response

Nonprofits send more messages than ever, yet many still miss the moment that matters: the decision. The CEO and Co-Founder Kylee Ingram of Wizer Technologies explains how seven decision profiles can transform fundraising emails, stewardship notes, and board communications from “nice” to effective.  If donor retention, board alignment, and major-gift outreach are priorities this year, this episode gives you the evidence-based path to communicate the way your audience actually decides.

Built from research originally advanced by Juliette Bourke (author of Which Two Heads Are Better Than One?), Wizer’s framework maps the way people actually choose—across seven profiles: Achiever, Analyzer, Collaborator, Visionary, Explorer, Guardian, and Deliverer.

As Kylee puts it, “What we’ve created is a program called Wize Snaps… it will look at your comms and then live replicate and tell you what’s right and wrong about it—then generate a new email based on that person’s decision profile.” The fix isn’t creepy personalization (“How’s your dog?”). Its decision-relevant signals and templates tuned to how people weigh evidence, risk, outcomes, process, and options. Inside organizations, keeping cognitive diversity matters, too; when teams mirror top leadership styles, innovation drops, and decision errors rise!

Kylee also speaks to what’s in the playbook for 2026: AI can shorten drafting time, but message-market fit still wins. “AI helps people write better… It’s not helping you write the right message necessarily,” Kylee says. Her counsel: slow down, identify the decision profile, and then scale. Use visuals and A/B testing with intent: for some profiles, a results graph will outperform a cute animal photo; for others, a clear process step-down or risk-mitigation note unlocks action. Start inside your nonprofit—board and staff—so your culture and donor experience align. 

Wizer offers free full decision profiles for teams and boards, plus Wize Snaps to assess copy and suggest rewrites.

#TheNonprofitShow #NonprofitMarketing #FundraisingStrategy

Find us Live daily on YouTube!

Find us Live daily on LinkedIn!

Find us Live daily on X: @Nonprofit_Show

Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
12:30pm ET 11:30am CT 10:30am MT 9:30am PT

Send us your ideas for Show Guests or Topics: HelpDesk@AmericanNonprofitAcademy.com
Visit us on the web:The Nonprofit Show