By Janine Vanderburg, CEO and Christy Bergman, Director of Resource Development, Joining Vision and Action
How do I ask people for money?
Those of us who have been in fundraising for a long time know intuitively that the messages you use to ask people for money need to appeal to both the left brain, which is the more analytical, logical and data-driven side, and the right brain, or the creative and emotional side. While donors and investors are looking for impact, the actual decision to invest is likely to be motivated by an emotional connection. In fact, there is actually emerging research to suggest that providing too much data when you ask people for money may not help your cause. The Chronicle of Philanthropy supports this: “Research shows that people base their giving on how they will feel after they donate. Yet many charities ply donors with logic, hoping that providing facts and statistics will make them more likely to give. (It doesn’t).”