Emotion—it’s a key part of fundraising, and definitely impacts the response we receive from donors. We don’t talk about emotion in fundraising enough, really. We’re usually more concerned with what segment we’re calling or mailing or what we need to tell donors. We don’t often think about how donors feel when we reach out to them.
Francesco Ambrogetti has a long career as an international fundraiser, and his groundbreaking book Emotionraising: How to astonish, disturb, seduce and convince the brain to support good causes, really gets at this issue.
He’s combined the best concepts in emotive response, including research in neuroscience and psychology, to provide some great examples and tips for fundraisers. I got Francesco on the line to lay out a few of the concepts and tell us what he thinks them mean for the future of fundraising.
Emotionraising, and the concepts introduced by Francesco Ambrogetti in this provocative and insightful book, could just be what your fundraising campaign needs. The science of emotional response is important to your success. As fundraisers, we shouldn’t be afraid to investigate and embrace this new research and try it out on our appeals.