Charities are 'reluctant to press donors' spiritual buttons'

Canadian consultant Fraser Green tells convention about philanthropy's 'third dimension'

Fraser Green
Fraser Green

Charities are too reluctant to appeal to the emotions of their donors, according to the Canada-based fundraising consultant Fraser Green.

The principal and chief strategist of the consultancy Good Works will say at his session, Philanthropy’s Third Dimension, that charities build a stronger relationship with donors if they engage their emotional and spiritual sides.

"We do not think we have permission to speak openly to donors because we are in a business relationship," he said ahead of the session. "But we are not – we are joining together for the cause of humanity."

Green said common mistakes included messages from senior executives in charity documents that were not written in the first person and did not show passion for the cause.

He said stories were more engaging if they focused on one person rather than a group and pressed emotional buttons without being manipulative or exaggerated.

- See more news from this year's IoF National Convention

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