07/11/2017

Happy or Sad?

Inspire people to give through 'happy marketing'

When considering whether to donate to a nonprofit, people respond differently to happy and sad facial expressions in marketing materials. And that makes a difference in your outreach. 

Powerful imagery and storytelling are perhaps the most persuasive components of any charitable fundraising campaign. But have you ever wondered whether happy faces or sad faces in your marketing materials are more likely to cause people to open their wallets?

Happy faces make viewers feel good, which may inspire them to maintain that feeling by giving. “Seeing sad faces, on the other hand, can boost donations by highlighting the severity of a problem and the acuteness of a need,” writes Xiaoxia Cao in a recent post from The New Influencer.

Please click here to read the complete article on Associations Now.