Neuroscience has proven that behavior – including giving behavior – is ruled by the emotions. Still, it’s hard to appeal directly to the emotions and come across as genuine. This video for Marie Curie Cancer Care does it. Grab a tissue and have a look. (Thanks to Osocio for the tip.)
An Emotional Appeal That Feels Authentic
Don Akchin brings to clients the benefits of more than 30 years’ experience in
communications and marketing, much of it on behalf of nonprofit organizations.
In the 1980s and early 1990s he ran an independent communications practice, serving a wide variety of corporate, nonprofit and governmental clients. Don has also been a prize-winning newspaper reporter and a magazine editor.
Don Akchin Strategic Communications is part of the Nonprofit Marketing 360 Coalition,
serving nonprofit organizations in Washington DC, Baltimore, and New York City.