I suspect that most of The Agitator’s UK readers read the fundraising wisdom of Ken Burnett on a regular basis, and have already caught up with his latest gem, Adventures in emotional space.

This post is for all other Agitator readers out in the colonies. We can all use a reminder of the primacy of emotion in driving fundraising … and not just emotion on the part of donors, but equally importantly, on the part of those of us who do the asking.

Here are just some snippets from Ken’s post, but I urge you to read Adventures in emotional space in its entirety … just a few minutes required.

Referring to the ‘communications’ sent by most fundraisers, Ken notes that sending a heap of information isn’t really communicating at all, as ‘communications’ connotes actually getting through! He observes:

“If noticed at all they must seem tedious, wasteful and off-putting to donors. They initially responded emotionally to an emotional appeal and in return just want their emotions reinforced or assuaged, preferably by brilliant feedback that with lump-in-the-throat emotional intensity shows how their gift made a difference, kept a heart beating, lifted lives, raised smiles or otherwise tangibly changed the world just a little bit for the better.

This isn’t rocket science, it’s simply what real people want.”

He continues:

“Of course you must include the concise, logical case for giving too. A message completely based on emotion may set off alarm bells, particularly in the most logical-thinking types. But without sufficient emotion it won’t reach its intended audience at all. As every emotional storyteller knows, the opposite of passion is indifference.”

And where must the passion originate that should infuse fundraising communications? It doesn’t begin with clever copywriting or a cool video. More fundamentally, it’s an issue of spirit. Ken argues:

“An effective fundraising office should be a highly charged emotional space. Too many are not. The passion and warmth should be infectious, palpable, in the air, the rightness and urgency of the mission should shout from every wall and ceiling …

“It would be extreme to suggest it [your HQ] be filled with donors sobbing into their handkerchiefs with fundraising stress counsellors on permanent standby, but for sure no fundraising space should convey the glum chill of officialdom that typifies the ordinary office, uninspiring because it lacks emotion, it’s merely a place of work.”

“Fundraising stress counsellors” … I love it. And he’s not talking about the stress of missing your most recent mailing deadline! He’s talking about impassioned feeling for the mission. If you don’t exude that in the home office, how would you possibly expect to convey it to your donors?

“Glum chill of officialdom” or “highly charged emotional space” … which describes your office?

Tom