This Dog Will Die, Unless …

Please don’t think me callous when I say typically, there’s a lovable dog to save, a needy child to support, a desperate disease or disaster victim to rescue … along with formulaic copy such as: “We do important work for animals”; “Without your support, this dog will die”; “Please send money now.”

Unfortunately, most fundraisers mistakenly believe that if they just state their case as persuasively (e.g., emotionally and urgently) as possible, people will respond. But in my anthropological way of looking at advertising, I think you have to go further. You have to “get into the head” of the person you’re communicating with.