Tips to Energize Your Donor Newsletter

Flaw 5: Your newsletter skimps on emotional triggers. Neuroscientists have found that all decisions start with an emotional impulse, Ahern said. Organizations need to be aware of what these emotional triggers are and put them to use — photos of children for a food bank, for examples, or photos of endangered animals for animal-welfare organizations. He noted that people are more responsive to the possibility of saving something than of gaining something.