# Emotionraising

- Link: https://fundraising.co.uk/books/emotionraising/
- Published: 2016-12-14T15:40:00+00:00
- Author: Howard Lake

**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.[](https://fundraising.co.uk/books/emotionraising/void(0))

## 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**](http://www.futurefundraisingnow.com/future-fundraising/2017/06/book-review-everything-you-need-to-know-about-effective-fundraising-with-footnotes.html)

> Brand spanking new from jeffbrooks Book review: Everything you need to know about
> effective fundraising — with fo… [https://t.co/ZIu24Y1hU7](https://t.co/ZIu24Y1hU7)
> — P̲a̲m̲e̲l̲a̲ ̲G̲r̲o̲w̲ (@PamelaGrow) [June 20, 2017](https://twitter.com/PamelaGrow/status/877173155508494340?ref_src=twsrc%5Etfw)