Why the story of one beats the story of many
Picture this. You’re told that underfunded public health services are quietly increasing preventable deaths. At the same time, you hear the story of a six-year-old girl who needs urgent surgery — and she’s just a few thousand dollars short of getting it. Be honest: which one hits harder?
Most people feel more compelled by the story of the child. It’s not because we’re heartless — it’s because we’re human. We’re wired to care about people, not numbers.
Psychologists call this the Identifiable Victim Effect. It’s a term that gets thrown around in donor engagement and fundraising strategy. And while the science behind it is sound — and incredibly useful — the name itself is a problem. More on that in a bit.
But here’s the point: if you work in fundraising, communications, or impact storytelling — especially in the not-for-profit space — this effect isn’t just interesting. It’s essential. It’s the difference between your video sparking genuine action… or falling flat.
Let’s unpack why it works, why the name needs rethinking, and how to use it ethically to create powerful videos that move people and respect the people in them.
Our Brains Are Wired to Care About People, Not Populations
The Identifiable Victim Effect (IVE for short) is built on a simple but powerful truth: a single, recognisable person creates a stronger emotional response than a group — even when the group is facing the exact same hardship.
This plays out every day in fundraising campaigns. Think about the difference between:
- “We helped 500 people last year”
- …versus “Meet Amina. She fled violence with her two children, and now she runs her own café thanks to your support.”
Same work. Very different impact.
Here’s why:
1. We Feel More Than We Think
When it comes to helping others, emotions win over logic. A well-told story with a name, a face, and a voice is more likely to unlock generosity than even the most convincing statistics.
2. We Tune Out Big Numbers
It’s a natural defence mechanism. If the problem feels too big, we shut down. That’s why campaigns that highlight thousands of people in crisis often struggle, while a single, intimate story cuts through.
3. We Prefer Helping One Person
A specific, named individual — especially when presented with a photo or video — creates connection. A group, even a known group, doesn’t quite land the same way.
4. We Like the Feeling of “Making a Difference”
Helping one person feels complete. Helping 100 people out of 10,000? It feels like a drop in the ocean. That sense of clear, tangible impact matters.
What the Brain Tells Us About All This
It’s not just theory. Neuroscience backs it up. And don’t worry, I had to look these up.
When people are shown a story about a real individual, areas of the brain linked to empathy light up — including:
- The Temporoparietal Junction (TPJ), which helps us imagine what someone else is thinking or feeling. It’s heavily involved in what’s called “mentalising” — understanding another person’s inner world.
- The Insula and Middle Cingulate Cortex (MCC), which let us feel a version of another person’s experience — sadness, stress, relief — all processed through these areas. These are often linked to what scientists call “affective empathy.”
- The Nucleus Accumbens (NAcc), part of the brain’s reward system. This is where the “warm glow” of giving lives — the feel-good rush we get from helping someone.
This science matters if you’re making videos for impact. Because it means your story doesn’t have to focus on sadness to move people. A hopeful, strength-based story can trigger the same — or even greater — emotional activation. It’s just working through a different circuit in the brain: not relief from pain, but the joy of being part of a positive outcome.
Why “Victim” Is a Terrible Word (And What to Say Instead)
Identifiable Victim Effect might be fine for a psychology journal, but it’s awful for actual storytelling.
The word “victim” reduces a person to what happened to them. It frames them as powerless — someone to be saved, pitied, or rescued. That’s not how we want people to be seen.
For not-for-profits especially, this framing creates problems:
- It puts the donor in the role of saviour
- It paints the person on screen as helpless
- It risks exploiting people’s worst moments
The better term — and the better mindset — is the Identifiable Person Effect.
It shifts the focus to the person — their voice, their agency, their journey. You’re not building pity. You’re building empathy. You’re asking supporters to walk alongside someone, not to swoop in and fix them.
Strength-Based Storytelling for Not-for-Profits
At The Jasper Picture Company, we work with NFPs every week who ask: How do we tell emotional stories that move people, without feeling exploitative or patronising?
Our answer? Strength-based storytelling — and it’s at the heart of everything we do.
Here’s how it works:
1. Collaboration
The person sharing their story isn’t “talent”. They’re a partner. Build trust. Be transparent. Let them see the edit before it goes live.
2. Real Informed Consent
Don’t just get a signature. Explain where and how their story will appear — gala night, socials, fundraising letters, program reports — so they can give truly informed permission.
3. Dignity
Make them the hero of their own story. The organisation isn’t the saviour — it’s the ally. The donor isn’t swooping in — they’re standing beside someone on their journey.
This doesn’t mean you hide hardship. But it does mean you frame it correctly. The best stories are not about “vulnerable people”. They’re about strong people in vulnerable situations.
How to Use the Identifiable Person Effect in Fundraising Videos
Let’s break this down into practical tips you can use for your next campaign or case study film or video.
1. Tell One Story — Not Ten
Choose one person who represents the bigger picture. That’s how you avoid generalisation and emotional fatigue.
2. Use a Three-Act Story Structure
- Act 1: Who they are — life before the challenge
- Act 2: The challenge — and how they’re meeting it
- Act 3: The outcome — with support from the donor or organisation
Keep the focus on them, not the organisation. You’re supporting their story, not starring in it.
3. Shoot With Connection in Mind
- Use close-ups to reduce distance
- Film at eye-level for equality and respect
- Choose natural lighting and authentic settings for trust
4. Edit With Emotion
Let moments breathe. Don’t rush the pauses, the looks, the emotion. It’s often more powerful than any voiceover or graphic.
5. Let Sound Carry the Feeling
- Use music that reflects the story’s tone (hopeful, calm, urgent)
- Don’t force emotion — let it support, not overwhelm
- Layer in natural sound (a kettle boiling, birds, laughter) to draw people in
Quick Table: Turning Psychology Into Practice
| What We Know | What We Do (At Jasper) |
| People relate to individuals, not groups | Focus the story on one person |
| Emotions drive generosity | Use music and pacing to build feeling |
| Pity fades fast | Build empathy through agency, not helplessness |
| Donors want to feel they made a difference | Frame support as meaningful and specific |
| Authenticity builds trust | Use real locations, real sound, and a respectful lens |
Final Thoughts: One Story Can Move the World
Whether you’re making a case study film for a fundraising appeal or a donor thank-you video, the message is the same: stories about real people are powerful — but they come with responsibility.
The Identifiable Person Effect reminds us that connection drives action. But the real goal isn’t just a donation — it’s understanding, empathy, and trust.
At The Jasper Picture Company, we believe the best stories aren’t told about people — they’re told with them. And when done right, they don’t just raise money — they change minds, build bridges, and spark lasting impact.