Fundraising is not sales
Russell N. James III, 2022
Isn’t fundraising just sales? Whether it’s a used car or insurance or scholarships, sales is sales, right? Not exactly. Fundraising is different because charitable decisions are different. They’re different at a fundamental, neurological, chemical level.
The first brain imaging study of charitable giving revealed some important facts. Giving shares some neural processes with other financial decisions. But charitable decisions are different. They trigger a different brain region. It’s a region that activates, “when humans looked at their own babies and romantic partners.” Further, “This region plays a key role … in social attachment and the release of the neuromodulators ...
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