Emotionraising: How to astonish, disturb, seduce and convince the brain to support good causes

Table of Contents  ~  Excerpt  ~ Podcast

Have you ever wondered what makes you cry when you watch a video, what makes you willing to donate to a cause? Based on recent discoveries in neurosciences applied to marketing and fundraising, this book explains how our brain decides. It explores the specific emotions that are activated in the mesmo-limbic system in the brain, the same part that controls our heartbeat, our memories and reacts to stimuli and rewards.

Using more than twenty years of fundraising experience from around the world, Francesco Ambrogetti explains why and how emotions guide our decisions and the role they play when we decide to support a cause or an organization.

Utilizing practical fundraising examples and successful cases (and also mistakes and errors) this book explains how igniting emotions is the key to everything we do and, in particular, the decisive element when we act to support others.

Francesco Ambrogetti is Marketing and Fundraising Director for UNICEF Italy. Francesco has 20 years of fundraising experience with major nonprofit organizations including UNICEF, UNAIDS, UNHCR, MSF, WWF and the Red Cross. His experience extends worldwide and includes raising billions of dollars in Europe, Africa, Asia and Latin America. He launched the campaign Schools for Africa for UNICEF that raised over $200 million.
Professor of Fundraising at Bologna University and a frequent speaker at international fundraising congresses, Francesco is author of the first Italian Handbook on fundraising for nonprofit organizations and has published articles on fundraising in specialized blogs and magazines.

Praise for Emotionraising

"Very few fundraisers spend even a small amount of time reflecting on how they will make their donors feel when they communicate. And they must. Emotion is key not only to generating a response, it is also essential in building retention and loyalty. This book provides a deliciously practical insight into the science of emotion, sharing some of the latest thinking in the domains of economics, neuro-science and psychology. Emotionraising is a modern fundraising classic that no reflective practitioner should be without."
— Adrian Sargeant PhD, Professor of Fundraising and Director, University of Plymouth

“In this landmark book, Emotionraising, veteran fundraiser Francesco “Frankie” Ambrogetti has marshalled all the best and latest in neuroscience and behavioral science research—findings as they relate to fundraising. Emotionraising is jam packed with both the theory and the empirical proof of how and why “emotion” works. And why, when the six key emotions are applied correctly their use is as predictable as the application of any other scientific principle. Emotionraising is more than a first-of-its-kind reference work for fundraisers. It’s a treasure trove you can put to work immediately in your daily work.”
— Roger Craver, Editor, The Agitator, Chilmark, Massachusetts

“This book will work its magic for you, too, but not if you keep it neatly stacked on your bookshelf... Lend your copy widely, or better still, buy one each for all your colleagues. Expect to see it passed around the office bristling with post-it notes. Get it extra-well thumbed and opened by asking each colleague at suitable intervals, “how has Emotionraising changed how you view and do your job?” You’ll learn a lot from the answers. I commend this book to you, in all its wonderfulness.”
— Ken Burnett, Author

Emotionraising: How to astonish, disturb, seduce and convince the brain to support good causes
ISBN 978-1-927375-38-9  Civil Sector Press 2016
173 pages soft cover / 6 x 9 in / 400 gr