Every fundraiser earning their pay knows that emotion drives the majority of giving, especially in annual and monthly programs. At a recent IFC conference Dan Hill, author of Emotionomics: Leveraging Emotions for Business Success said:
If you want to be successful at fundraising, the more you make people think, the less they feel; and the less they feel, the less they are motivated to give.
This has been true in my experience, until gift sizes begin to outstrip a donor’s own budget for an impulse buy. When the gift crosses that line – which is different for everyone – emotion alone isn’t enough to put them at ease. Trust, logic, and accountability become primary drivers.
What’s not a primary driver for giving? Read on…