I’m reasonably sure that it’s not typically one of your objectives to make your donors cry. But engaging them emotionally is the key to involving them in your cause as a supporter, volunteer, and donor.
We’ve written about this in our post “Why Donors Give.” We find two broad categories of giving: acting from the heart and acting from the head. Giving is a deeply personal act. It takes both thought and emotion to support giving to an organization. But it’s the emotional impact that makes the decision.
Capturing Hearts and Minds