Urgency Can't Build Relationships

July 05, 2012 | Posted by Michael C. Phillip in


Using emotional techniques to prompt donations is considered a best practice in the industry – and not just in philanthropy, but in the for-profit sector as well. All advertising aims to stimulate a person’s emotions. As I’ve said before, this isn’t necessarily a bad thing. Emotional appeals are an industry best practice because they work; however, such appeals become a destructive force when they... Read More

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Is There An Industry Standard?

June 15, 2012 | Posted by Michael C. Phillip in


I think non-profits tend toward coaxing donors to be impulsers when it comes to giving. They primarily do this through their form of communication, the words and images they use – and don’t use – to spur us to act. Clearly, not every non-profit does this – and many do it unintentionally. Often times, they simply do it because that’s what seems to be common practice. In my own experience, I’ve... Read More

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