Do donors give out of hope or fear?
Most of them: both.
But fear -- giving to keep something bad from happening -- is a stronger motivation than hope -- giving to make something good happen.
Read this post at Clairification: Fundraising Appeal Psychology: Show People How to Avoid Loss. It navigates the complex interplay of fear and hope in donors' minds.
The main thing to remember is that for most donors, most of the time, fear of loss is a stronger motivation than hope of improvement.
That's why sad and painful images work so well in fundraising. Why desperate situations and financial shortfalls do well. Why massive disasters activate so many people who normally don't donate at all.
Don't let your own wishes to be upbeat turn you away from this important reality.
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from Future Fundraising Now http://ift.tt/2yXiEhF
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