To Increase Charitable Donations, Appeal to the Heart — Not the Head
A good friend who graduated from Wharton sent this article to me from his alma mater.
While the author is a marketing professor not a fundraising expert, her research is good and the conclusion she draws is excellent. It is more compelling to reach people with true stories that communicate the great work of an organization than to reach them with information and statistics.
The only pause I took reading this is that I believe that many of the organizations that we work with and most of the donor development counsel who help those organizations (many of whom can be found on our Blogroll) already know this and operate accordingly. Basically, I’m not sure where the “news” is in this. Perhaps it is enough that an academic at a high profile University has confirmed with some research what many of those who work with nonprofit organizations every day already believed.
Either way, I believe it is confirming what is true.