- Tue, May 29 2007
- Filed under: Marketing essentials
That’s the motto of Network for Good, and yet another article suggests it’s more than a slogan. The Washington Post references a 2006 NIH (National Institutes of Health) experiment found that when people placed the interests of others before their own, including donating money, they activated an area of the brain usually stimulated by food or sex. You may have read about the experiment before. The article says additional studies at NIH are finding the brain appears to be hard-wired for morality, and empathy is something found even in rats - though not in psychopaths.
I’m flagging this research because it reminds me again the importance of communicating to the emotional circuits of our audience’s brain, not just cognitive side. Do your brochures, home pages, PSAs, etc. trigger the emotional zone?
There’s been plenty of debate on this blog about emotion vs. cognition. I think you need to cover both bases, but the emotional is the most important content to put front and center, always. People are hard-wired to care, so don’t be afraid to connect with them. You must. (And I don’t agree we should ask donors to park their personal opinions at the door - it’s making our world view a prerequisite to action, which is futile and disrespectful.)
This is what I mean. (I saw this campaign on the fabulous blog, Houtlust, which I’ll be talking about a lot this week.)