Surely every single fundraiser knows that giving a gift is not a rational decision. In fact, most decision-making is based on emotions. Sure, we might rationalize it within seconds, but even the rationalizing isn’t rational!
Dr. Antonio Damasio “…[A]t the point of decision, emotions are very important for choosing. In fact, even with what we believe are logical decisions, the very point of choice is arguably always based on emotion … we are living an illusion of conscious choice.”
Dr. Antoine Bechara, leading authority on the mental processes behind decision making: “What if sound, rational decision-making in fact depended on … emotional processing? The studies of decision-making in neurological patients who can no longer process emotional information normally suggest just that … I will make the case that decision-making is a process guided by emotions.”
Want more information on all this?
- Read Keep Your Donors: The Guide to Better Communications and Stronger Relationships (2008. Ahern and Joyaux)
- And read Tom Ahern’s books and newsletter.
