We all know the two sides of our brain have their different ways of looking at the world and responding to what the world, including all of us fundraisers, throws at it. While a bit over-simplistic, we accept the basic notion that one side favors logical analysis and categories while the other favors emotion and the big picture.

As fundraisers, we fight a blizzard of stimuli to win the attention of our prospects … and resort to emotional appeals to do so. Only to find later that our donors expect proof of our accomplishments and effectiveness.

So, in the world of selling and marketing, the trick is to know how to use both approaches — emotion and logic — with what blend and timing to secure customers and keep them loyal.

Here is an interesting walk-through of the purchase cycle by Catherine Sherlock of Sherlock Ink (don’t you just love that name?!), as published on MarketingProfs. [Here’s Part 1]

Sherlock runs through the familiar stages — Awareness, Interest, Evaluation, Purchase, Loyalty — and gives her take on the relative roles of emotion/logic in each.

She says gaining awareness is totally about triggering emotion. Snapping people to attention amidst a flurry of distractions. Of course, our hard-wiring was originally designed to detect — first and foremost — threat. So nothing triggers attention like fear and anxiety. Sherlock notes, however, that “The drawback is that attracting people with negative emotions can sometimes leave them feeling manipulated or exploited.”

Indeed, the con artists in our business never move beyond emotional manipulation.

The interesting point Sherlock makes is that with ubiquitous online content available, a lot more ‘checking up’ is going on. Attention aroused (by an emotional appeal), folks then head online to scope things out … ‘interest’ and ‘evaluation’ are easier now for the consumer to engage … more rationality enters the picture.

I recall the point from Roger’s post on Google’s study of online giving: Donors compare and evaluate options. Nearly 50% visit multiple nonprofit sites prior to giving.

It appears giving is no longer a matter of spontaneous combustion!

Sherlock also argues that logic plays an important role in building and maintaining loyalty. She says: “…emotion alone probably isn’t going to keep people on your side for the long haul. With the Internet, social media and the number of products competing for people’s attention, your company has to provide information that proves it deserves your customer’s continued trust.” [Italics are mine]

And there’s the catch. Why would people want proof? Because they need to trust.

Methinks the entire quest for rationalization is really fueled by our emotional need — in the case of having donated — for our benevolence to not have been wasted, violated, foolish or abused in some fashion. As donors we want our benevolence affirmed. We want to feel good.

So yes, document the progress and achievements their gifts have made possible, and explain how effective you have been (more so than your competitors), but remember to design your communications to both persuade (logic)and satisfy (emotion).

Bottom line: NEVER leave emotion out.

Tom