The intellectual and emotional index

Posted on August 18, 2011 by Jonathon Grapsas

I was chatting to someone recently about a personal venture that they were on to bring about economic freedom and justice to the world. Fascinating stuff. Really complex, but riveting at the same time.

The advice I gave this person was that they’d struggle to secure funding from the mass market. It was, in my opinion, geared toward something a high net worth individual may consider supporting.

Why?

Because it’s the sort of conversation that doesn’t fit well within a mass, or direct marketing piece. Difficult to explain, complex and better discussed one-on-one. But also the kind of high brow proposition that major donors often like to get involved in. Generalisation, yes. But invariably true.

This concept is best explained in the sketch below. The intellectual and emotional index. A concept developed by Sean Triner at Pareto Fundraising.

On the other end of the scale are cute puppies, sick children, international aid. The stuff that strikes a chord emotionally, makes us stop everything we’re doing to respond. Whether that’s after seeing a tv advert, reading a letter or receiving a phone call. The average punter on the street resonates with the proposition and knows exactly what to do, and why.

Of course there are those that fall somewhere in between. Easily transposed into a direct response message, easily understood by a mass audience. But also keenly supported by other fundraising groups, whether that’s those giving at the higher end, charitable trusts or even government. Perhaps you’re helping women with maternal health issues or fighting human right abuses. Issues that have universal appeal.

Why does this matter?

You need to understand where you fit into the mix. Particularly those organisations looking for public funding, or even fundraising for the first time.

Get it wrong and you’ll waste a lot of time talking to the wrong people.

Where do you fit?

Jonathon

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2 Responses to The intellectual and emotional index

1. Carmen says:

   August 18, 2011 at 6:27 pm

   Hai,

   Good post! I’m just starting in the fundraising business and it is key to know where I am and where I want to go.

   Your post makes me think of who I want to reach and why and also by what means.

   thanks!!

   Reply
   • Jonathon Grapsas says:

     August 29, 2011 at 8:10 am

     Hi Carmen

     Thanks for your comment and so pleased you found the post interesting and useful.

     Cheers
     Jonathon

     Reply