The power of one in fundraising psychology

If you didn’t open last week’s email, you’ll have missed the fact I’ve pivoted this newsletter. It’s now about fundraising psychology for charities and non-profits.

Today, I’d like to talk about the power of one.

A common piece of copywriting advice is you should always write with one person in mind.

The same principle applies to fundraising.

We’re hard-wired to feel more drawn to the plight of one person than we are to a group of people.

I wrote about this in my latest blog. It’s known as the Identifiable Victim Effect (a horrible name, but I didn’t come up with it!).

Read all about it.