Do You Lead with your Heart? January 17, 2012

When you’re creating your next campaign or appeal, remember that all donors do not react equally to a wounded dog, a starving child, or dying wetlands.  Yes, these appeals seem to capture the imagination of a portion of the population (maybe a majority in the past).

But, don’t forget to include in your appeal content attractive to others whose prime motivator may lie along another line.

Intellect leads the decision-making of a large number of people.  The answers they are looking for are:  Would a gift to this organization be a solid investment?  Is this organization well-organized and well-run, with solid programs and credible identification of needs?  Will I be proud to be associated with this organization?

Gut reaction means the most to others.  Do I have a good feeling about this organization?  Are these people my kind of people?  Does this appeal go right to the top of my personal philanthropic priorities?

Heart strings, while maybe the most obvious, is a tried-and-true route to go.  Although, today’s public has been so inundated with this emotional appeal, it’s hard to invent a new way to play it out.

No one approach is guaranteed.  The test of a good appeal is: how well it combines just the right amount of each.  Look back at some of your past appeals and evaluate what you’ve been doing.