
Do Negativity and Alarm Really Raise Funds?
By Laurence A. Pagnoni, MPA A reader writes: “My inbox and mailbox are flooded with fundraising appeals from causes using the words ‘terrifying,’ ‘alarming,’ ‘emergency,’ etc. “Yes, we’re in deep sh*t on many levels. Why would they think I don’t know this? The messages only make me more depressed, and depression does not motivate me to contribute. Does negativity and alarm really raise funds?” —John, CEO of a civic education nonprofit Dear John, This is a top-of-mind question for many fundraising professionals. Fundraisers use danger messages because marketing data often (not always) shows they’re highly effective when compared with