Francesco Ambrogetti, fundraising advisor for UNAIDS in Geneva, recently made a strong case for an “emotional revolution” in fundraising in this article written for 101 Fundraising … Cry me a river: WHY and HOW emotions can save fundraising and the nonprofit world.

Any fundraiser worth his or her salt knows the driving power of emotions. But too often the intellectualized process of ‘crafting messages’ and winning ‘committee approval’ blunts the emotions that should be leading the appeal.

Compounding that filtering is insufficient use of images as opposed to words.

Francesco takes all this on in his article, well worth a read.

As advice for fundraisers, he cites a comment by artist Lucien Freud, who said he likes to “astonish, disturb, seduce and convince”.

Not bad aspirations … in that order.


This article was posted in: Communications, Copywriting / creative.
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