July 2018

Is Using a Sad Photo Manipulative?

I have spent many blogs writing about emotions — how you need to have emotion in your case, your direct mail letters, and your canvasses. I have written about what part of your brain lights up when dealing with emotional issues and that donating is indeed an emotional exercise. But, are using emotions manipulative?...

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Lead with emotions

Fundraising is an activity full of emotions. So many folks out there focus on the cerebral — tax benefits, mechanics of donating, etc. To put it bluntly, they are missing the boat. Or more precisely, they haven’t even boarded the boat for the journey. As Tom Ahern puts it “In fundraising, it goes something like...

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