I prefer numbers. Not stories. But donors like stories. So it's my job to be good at telling them. 😬 I bet it's part of your job too.

Numbers don't raise funds. Especially when the first sentence of your appeal reads something like, "100,000 children need home." It's cold. There's zero context. No room for emotion.

Stories are sticky. They activate pro-social circuits in the brain that cause your reader to LEAN IN and want MORE. Narratives trigger dopamine dumps that reinforce the value of your story.

I explain the neuroscience of gratitude and story below (no medical background required). ❤️ I want this to empower YOU as you write and create your assets for year-end. Also! I take 2 minutes at the end to review an email I received from the International Justice Mission. Wanted to apply our neuroscience learnings. 😎