emotion

Published on November 2, 2016 by

Fundraisers: data does not tell its own story to senior managers

Fundraisers: data does not tell its own story to senior managers

So many interesting things in this for fundraisers...

Against line-chart liberalism

How often do we draw conflicting conclusions from donor data? Also, how often do we try to rely on data and facts (the head) rather than narratives and emotions (the heart and gut) to motivate donors to take action?

As Jason says in the article I linked to above, "assuming that data can tell its own story ignores something fundamental that we know about how communications between humans works. People aren’t motivated by facts; they are motivated by narratives, by stories."

Senior managers often hate the ...

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Published on February 20, 2014 by

Get those gifts with this top 7 list of wallet-opening emotions

Each fundraising appeal is different. But I find the following seven emotions excellent for motivating donors through direct mail. That’s both for soliciting gifts or nurturing donors so they will give again in future.

One thing to keep in mind is donors are not always consciously aware of their emotions. Particularly with emotions like number 5, you need to be subtle about how you evoke these feelings in your copy.

Anyway, here goes…

1. Outraged. This is straightforward. Get your donor angry over injustice and they will give. Whether it’s cruelty to animals or human trafficking, outrage is a fundraiser’s ...

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Published on February 5, 2014 by

The No. 1 blunder when using emotion in fundraising

Most fundraisers  understand that using emotions in copy is a good thing.

But with this knowledge comes poor attempts to integrate emotion into fundraising appeals. I could give you a list of mistakes charities make when trying to use emotion.

But most of them stem from one single issue. It's this...

Trying to evoke emotions you want the donor to have... rather than tapping into emotions the donor already has.

Often a charity will talk about how they want the reader to feel after reading an appeal. But that’s backwards.

Because you may end up trying to change how a ...

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