Donors make initial decisions to give based on emotion, not logic. Write your direct mail copy with the goal of engaging the donor’s emotional triggers to compel action. Donors validate their initial emotional decisions by backing them up with facts and logic, so make sure your letter blends the two for maximum impact.
[…] significant differences in the world. Time and again studies and real world testing proves that donors make decisions based on emotion, not logic. Facts and figures are valuable as secondary supporting information, but […]