Emotionalism. It Works!

May 14, 2012 | Posted by Michael C. Phillip in


Non-profits, just like corporations and politicians, often excite our emotions to drive us to action. Again, this isn’t necessarily a bad thing, but if their goal is to coax a person into making an uninformed decision simply for the organization’s (or company’s or politician’s) benefit, then such appeals cannot be justified. As I mentioned in my last post, non-profits may or may not be aware of... Read More

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Sweet Emotion

May 07, 2012 | Posted by Michael C. Phillip in


Why did KONY 2012 generate such a volcanic response, producing over 100 million views and 3.5 million pledges from 204 countries in less than three months? It’s hard to pinpoint any one reason because the factors are dynamic: the movie was expertly produced, the messaging was clear, the story was engaging, etc.. Whatever the reasons, Invisible Children succeeded in creating the swiftest response... Read More

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