Reality-based fundraising: appeal to the emotions

Good article in the current GuideStar newsletter: If You Write It (with Emotion), They Will Give. Author and fundraising consultant Tom Ahern writes:

... reason has surprisingly little to do with decision making, neuroscientists now know. People don't give to your organization because they've made a coolly calculated decision to support you. They give because you've moved them somehow....

This is excellent advice. If you take it to heart and put it into practice, you'll raise a lot more funds.

I'm pleasantly surprised to see this article published by GuideStar, a charity watchdog. Apparently, they have their act together about fundraising. They'd rather it be done well than poorly, unlike many in our business who would rather have fundraising meet their own personal preferences than be effective.

Despite the good advice of Mr. Ahern (and he's not alone in this), the nonprofit world is crowded with folks who believe emotional messaging is somehow less honest, or gimmicky, or lacking in nobility -- and out-dated practice that needs to be stamped out.

Science tells us otherwise.

Now if you believe the emotions are less noble or moral than the intellect, think it through: Why would that be? These two facets of the mind are very different. But neither one is inherently better than the other.

Are you going to turn away donations from people who are emotionally touched by your cause but don't quite grasp it intellectually? (Don't laugh: I've heard such things proposed!)

Or are you going to just do fundraising that works?

Technorati Tags: fundraising, emotion

Comments

[Alastair Irons]

Absolutely Sandy, absolutely ...

[Sandy Rees]

I believe that there must be a balance of emotion and fact in a good ask. In my experience, people are first moved by a compelling story, but you can't stop there. Donors must also hear the stats and facts that build trust in their minds in addition to the stories that grip their hearts.

In this day and age, building trust is a must for every nonprofit, no matter what technique is used.

[Alastair Irons]

While it's true, up to a point, that emotion outsells intellect, in charity fundraising the evidence shows that wealthy donors need the rational, as well as the emotional, argument.

This is backed up by an interesting piece of research by Barclays called The changing face of philanthropy. It reaffirms TW CAT's approach to fundraising which always involves a tailored approach for high value donors that includes the business case for giving.