Here’s an interesting column from Stuart Elliott of the NY Times regarding anger as a motivator in commercial advertising.

It seems that commercial marketers are traditionally quite skittish about tapping into the palpable anger people feel about the economy. But the times might be a-changin.

Says Elliott, talking about the "mad men" of Madison Avenue:

"The campaigns take an outspoken, provocative tone that is unusual for mainstream marketing messages, which typically try to avoid aggrieved attitudes for fear of alienating audiences. The change reflects the significant shift in sentiment as the public reacts to the wrenching and, at times, frightening financial events of the last year."

For the most part, nonprofits — certainly cause groups — have never avoided anger as a driver of fundraising. The only question has been whether to use anger explicitly or only implicitly.

Traditionally, cause fundraisers have — dare I say — exploited anger in various guises …

• Anger over injustices perpetrated upon us or others
• Anger about violations of public trust
• Anger about reckless disregard of the environment
• Anger about senseless violence
• Anger when we are made to feel vulnerable, to anything from police brutality to nuclear armageddon

Do I need to continue?

Sure, there are other motivators of giving, positive ones like compassion, altruism, brotherly love, a sense of stewardship or legacy. A huge amount of charitable giving is faith-related, and certainly much of that (though by no means all … think shame, guilt) is positively motivated.

But isn’t anger the king of the hill? Face it, where would fundraising be without anger?

There’s a line to be drawn somewhere though. Where is it?

Here’s one possibility … does your organization itself sound angry? Is that the dominant takeaway a reasonable reader of your fundraising letters or emails might have? If so, maybe you’ve gone too far.

I don’t think you can or should deny anger exists. But don’t just fuel it.

I would rather present my organization as a way to channel the anger my supporter is feeling into some constructive action pointed at a positive outcome.

Other thoughts?

Tom