Focus on the positive to motivate donors to hope, action.

By Katya Andresen

In other words, The Washington Post noted, fear rarely wins people’s hearts.

We should keep this in mind. Scaring people into giving is about as effective as a holdup: Someone will hand over his wallet, but he’s not going to feel good about it or you.

Here’s a good rule of thumb: Threaten dire consequences only when there is an immediate, specific and feasible recommendation for remedying them. Show need alongside positive results. Give people a way to channel the emotions you evoke into real change.