Moore-What Do Oxytocin and Cortisol Have to Do With Fundraising?

By Angie Moore

I'm not going to ruin it for you — you have to watch the video. But I will say that the amount of the two chemicals discussed above (associated with distress and empathy) had an impact on the amount (and became predictive) of money shared/donated.

Why is this interesting enough to write a blog about? First, it is really cool information. But second and most importantly, this study highlights that the proper framework for a story does matter. Based on the work of German novelist and playwright Gustav Freytag more than 150 years ago, the dramatic arc is considered today to be representative of the key elements that must be present in a story. The reader needs to move through these stages of a story, and in the end, what we know now is that this ultimately leads to the chemical reactions that drive behavior.

See for yourself — and then go look at your last fundraising story and see if you have all the elements of the dramatic arc.

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Angie Moore Author's page

Vice President, Strategy & Development
Eleventy Marketing Group

Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.

Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.