Share Your Charity’s Message: How to Invoke an Emotional Response

By startupprincess | Published July 16, 2007

Fairy Godmotherbulgaria_orphanages_team Deborah Gardner of One Heart Bulgaria writes specifically for non-profit organizations:

When it comes buying a product, let’s admit we don’t just by the things we need, we also buy the things we WANT. And what do we “want?” We want those items that are advertised so well that they pull us in emotionally, convincing us we’ve GOT to have it! Whether it’s some neat home décor item, something that makes our life easier, something that makes us feel in style, or a vacation package, we buy it because it makes us feel a certain way.

It is the same way with charities. With so many charities doing so many good things out there, why should someone choose yours? What is so different about your charity? Is another charity doing the same thing in the same country? Does your charity REALLY make all that much of a difference? If you are like me, where you truly believe in the cause of your own charity, then you must invoke an emotional response from others so that they too will believe in your cause and ultimately support you. As a warning, this does not mean that you fabricate sad stories and embellish facts in order to create tears, therefore donations. Charities must honestly represent their cause as they elicit donations and not abuse people’s emotions.

As an example, take a look at this picture. This would be a great emotional picture to post on a website for homeless people or for foster care programs.

Other ways to create an emotional response are to tell true stories of first hand experiences (see my personal experience with orphans on our home page). Or, try video footage to music—this one by Sarah McLachlan is REALLY powerful.

If you have a marketing packet for your organization, use pictures and true stories or quotes on your first page. For your website, you should post a true story, pictures, or a video on your home page to draw visitors in.

If you have any comments or questions regarding this topic, please comment on this post. We’d love to hear from you!

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3 Responses to “Share Your Charity’s Message: How to Invoke an Emotional Response”

  1. greg davis on July 23rd, 2007 9:51 am

    amen. Emotional investment is critical to action, and telling those stories reminds people of the cruel reality many others face. Logic alone won’t do the trick.

  2. startupprincess on July 23rd, 2007 10:52 am

    Good point, Greg! Thanks for your insight.

  3. Deborah Gardner One Heart Bulgaria on July 25th, 2007 6:55 pm

    Greg knows firsthand what he is talking about as he is a part of beautiful and very professional non-profit organization that has helped so many children in impoverished countries. Be sure to check out the Sabin Children’s Foundation at

    http://www.sabinchildrensfoundation.org/

    where you can provide a child an operation for a cleft palate or lip for just a $35 online donation. You can provide an eye surgery for just $11 and a club foot operation for just $100. Imagine, if you and your kids just skip McDonald’s once this week, you can provide an eye surgery! Don’t you just love learning about the good things people are doing out there!?!

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