Fundraising and the Backward Brain
Don’t fall victim to hemispheric flip when creating your fundraising messages.
Hemispheric flip is when the sides of the brain are incorrectly deployed: What should be rational decisions are made emotionally — and vice versa. We found eight distinct cases of hemispheric flip in Project X.
Flip No. 1: Repetition
Creators decided to raise funds for Program Z instead of Program Y, because, they said, "We always talk about Program Y." This was a right-hemisphere reason. Left-hemisphere processing would have shown that Program Y does well every time they talk about it, and repetition doesn't hurt fundraising results, but in fact helps.
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