Great #fundraising article. Two key points: Stories beat stats and Choose the right image.
1. In a well-known study, participants were asked to give based on:
A story about one starving child.
Statistics about starving children
A story about a starving child with statistics about starving children.
The all-stats/no story version cratered. But so did the story plus the statistics.
2. Choose the right image. This is vital — show the identifiable victim in distress. Feature this image in the appeal, in the response device or online donation page, even on the reply envelope. And include a caption or other wording that reinforces the victim’s name and plight.