Conflicts and strategies of eliciting emotions for fundraisers
Jon Dean and Rachel Wood, 2017
Charity is inherently emotional work. Vast numbers of non-profit and voluntary sector organisations exist to tackle the most appalling social and individual suffering. Fundraisers are presented by some as overly virtuous figures – “moral trainers” acting as midwives to virtue and generosity, helping move money from those who have a surplus of it, to those who need it. Appealing to emotion sits at the heart of this process, as Martin Campbell put it in a blog for the [UK, Chartered] Institute of Fundraising. “It doesn’t matter which, be it concern, worry, fear, affection or love, emotions are at the heart of our charitable ...
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