Researchers also discovered that water is wet

Wow. Some researchers at the University of Colorado at Boulder have really hit it out of the park with this one: When it comes to charitable giving, people respond to their immediate emotions.

They painstakingly uncovered what any fundraiser who usually does their work while awake has always known:

When considering giving money to humanitarian crises people often donate in response to events that grab their immediate emotions….

Okay, it’s not really cool to make fun of the research. After all, the findings are not bogus, and that’s an accomplishment. And maybe these finding will prompt some brand-bound, look-at-us fundraiser to break free from the bad and do some donor-aimed fundraising instead.

Or maybe someone can show the research to their clueless ED and thus get permission to actually address things donors care about while raising funds.

Here’s to discovering the obvious!

Thanks to @joannefritz for the tip.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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