Fundraising is ultimately about people—how they connect, what they value, and what inspires them to give.

While many organizations focus on activity, the strongest results come from understanding the human drivers behind generosity—identity, meaning, trust, and motivation.

That’s the focus of Clarus Fundraising Consulting, LLC.

Deanna Nelson, Founder and CEO, brings more than 15 years of frontline fundraising experience together with a Ph.D. in philanthropic psychology—the study of how psychology shapes generosity. Her work sits at the intersection of research and practice, helping organizations move beyond transactional approaches to better understand what’s driving donor behavior.

Having worked directly with donors and fundraising teams, Deanna understands both the complexity of relationships and the pressures organizations face to produce results. Her approach is not about adding more tactics—it’s about creating the conditions that make giving more likely.

Through philanthropic psychology diagnostics, strategic advising, and leadership support, Clarus partners with organizations to uncover what’s limiting their fundraising and translate those insights into stronger donor relationships, clearer strategy, and sustainable growth.

Better fundraising doesn’t start with asking—it starts with understanding.