Emotion Over Reason

Would you agree with me that the essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions? That’s what I wrote in chapter 11 of my book, “Fatal Fundraising Flaws” a couple of years ago.

I believe that certainly still is true today. Yet, here we are and I still have to report that I read far too many appeal letters that make me think (and conclude) rather than feel something (and want to take action, like sending a gift of support).

I’ve told this story several times, but it bears repeating. Rescigno’s once worked with a well-known religious organization that raised lots of money but had been experiencing a period of flat or declining giving for several years before hiring us to re-invigorate their annual giving program.

The VP of Development at this prestigious nonprofit and I used to engage in spirited conversations on this topic of emotion vs. reason and which was the better way to frame their writing. Every time, spring appeal, fall, year end, we had the same debate.

I’d say to him, “Jack, you’re doing too much educating and not enough inspiring. You need to appeal more to your readers’ hearts instead of their brains.” He wouldn’t hear of it, even though one of the things he was paying us for was our expertise in this area.

After one lively talk with him, he said to me, “Look, Ron, my provincial superior and I both agree that our donors are very educated and would be turned off if we communicated with them in the manner you’re suggesting.”  This religious institution is not hurting for money. They do well with their fundraising efforts. I want to be clear with you on that score. However, the point I’m making is that they could have done better. Probably a lot better.

Oh well, as the saying goes, the customer is always right—even when they’re wrong.

And we did help them re-invigorate their program by creating a calendar of regular communications , emphasizing donor retention, and creating a new donor welcome package.

Don’t be fooled, though. Presenting carefully reasoned appeals for support is not going to help your organization raise more money. It’s the emotional, passionate appeals that you send out that help to change the world.

A final point on this: research has proven that as you age you become more right brained. You have more empathy and respond to things more emotionally. I used to be able to watch all kinds of physical mayhem. Not so much anymore. “America’s Funniest Home Videos” used to be a laugh riot for me, but some of the tumbles they show people taking almost causes me physical pain. Really!

That means that your donors’ brains are aging too (and that they’re getting more empathetic) everyday.

So if you’d like help writing in a way that leads to action instead of reason, let me know at ron@rescignos.com.