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A ten-week series on things you should know about fundraising.
Numbers numb; stories stimulate.
The human mind is pre-set to tune out numbers (especially large ones) and to pay attention to stories.
If your fundraising is built around statistics — like the number of people living poverty, or the number of people diagnosed with a disease — you are actively priming people to ignore your message. Or argue with it — and you will lose the argument.
Stalin is believed to have said, “A single death is a tragedy, a million deaths are a statistic.” Unfortunately, he was right.
That’s why fundraising is built on stories. Vivid word-pictures of people.
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