Use these powerful triggers to raise more money. (Though your colleagues might worry.)

I hadn’t joined a cult. I just wanted to remember these important triggers

Last week, I wrote about the importance of emotion in your fundraising. It reminded me of the emotional triggers that raise more money. And that more than once have led to raised eyebrows.

You see, at my last two jobs, my desk was decorated with a list of seven emotional triggers. I posted them as a reminder as I created appeals. But they did concern colleagues who didn’t know what I was up to. One thought I might have joined a cult.

They didn’t need to worry. Because those triggers helped us raise more money. I honestly can’t remember whether it was Jeff Brooks or Tom Ahern who first tipped me off to these. And there are more. But these are the ones I focus on. Here they are for you:

Anger

Exclusivity

Fear

Flattery

Greed

Guilt

Salvation

There’s a mix of positive and negative here, so you can use them as the occasion warrants. But use them. Because they’re powerful!

These triggers work because we’re wired for emotion. We’ve evolved to use emotions to guide our decisions. Think of the utility of fear, for instance. When you’re suddenly faced with a predator, it’s a very good thing that you don’t have to wait to intellectually assess your situation. It’s far more basic and instinctive than that. Your fear has you running before you’ve even given it much thought. Thank your ancestors for that – the one’s who didn’t learn didn’t make it.

Not too many of us are suddenly faced with a hungry lion. But emotions are still primary in our modern lives. And that’s why these powerful, basic triggers put your message on the fast track to a decision.