In this final blog, Sam Jacklin and Tassy Serradura explore how Philanthropic Psychology can help animal welfare organisations move beyond a simple “animal people versus people people” divide. Using insights from the Love Project 2.0, they show how understanding donors’ identities, allegiances, and perceptions of threat can help transform perceived enemies into friends.

Companionate love is the love that we experience for family, friends or those who are otherwise close to us. It has deep links to wellbeing, and donors also experience a sense of temperature with it, specifically a feeling of warmth. There are many uses for companionate love in fundraising and it is important, but how do we use Companionate Love in fundraising?