Emotionraising
How to astonish, disturb, seduce and convince the brain to support good causes. Francesco Ambrogetti applies neuroscience to fundraising.
Have you ever wondered what makes you cry while watching a video, what makes you willing to donate to a cause? Based on recent discoveries in neurosciences applied to marketing and fundraising, this book explains how our brain decides. It explores the specific emotions that are activated in the mesmo-limbic system in the brain, the same part that controls our heartbeat, our memories and reacts to stimuli and rewards.
Using more than twenty years of fundraising experience from around the world, Francesco Ambrogetti explains why and how emotions guide our decisions and the role they play when we decide to support a cause or an organisation.
Utilising practical fundraising examples and successful cases (and also mistakes and errors) this book explains how igniting emotions is the key to everything we do and, in particular, the decisive element when we act to support others.
About Francesco Ambrogetti
Marketing and Fundraising Director for UNICEF Italy, Francesco has 20 years of fundraising experience with major nonprofit organizations including UNICEF, UNAIDS, UNHCR, MSF, WWF and the Red Cross. He has raised billions of dollars in Europe, Africa, Asia and Latin America.
Reviews
“If you’re an experienced fundraiser, you probably already knew about which emotions motivate more giving. Well, this is where Emotionraising really earns its keep: All this stuff is cited and footnoted.
“Ambrogetti, a professor of fundraising at Bologna University with real-world fundraising experience, has approached the subject with an academic microscope. Most books about fundraising (including mine) are based on a practitioner’s experience. This one is based on the studies and research behind it.
“So when the fundraising deniers raise their voices, you can point to the science behind good fundraising. (Of course, they may still deny in the face of proof, but you’ll win over some of them!)
“Whether you’re new to fundraising or you’ve been around for decades, you’ll learn something new and immediately useful. But maybe more important, you’ll be strongly equipped to do what works by winning over the doubters.”
Jeff Brooks
