Making Your Case with Logic, Data, and Emotion

Philanthropy is an inherently irrational act.

The assertion sounds like a hot-take exaggeration, and we can tick off a long list of factors to dispute it. Stronger communities, an educated citizenry, scientific and health advancements—all of these improve the lives of individual donors and their families.

One of my favorite former bosses made this point, underscoring the importance of building a strong case for private support. And if philanthropy isn’t exactly irrational, it is a leap of faith. Donors believe that investing their personal resources will create a better world. Even the most generous philanthropists need a rational case to connect the dots with their vision and values.

A solid argument for support requires logic, data, and emotion. Relying only on emotion creates cotton candy-like gossamer—no substance to consider and spur thinking. A proposition made only with data and logic reads like Senate testimony—nothing to stir the heart and bond us through shared values. Below, some lessons learned.

Logic

Substantial proposals are reviewed by family members, financial planners, and others. Many of these people have not been part of the months- or years-long gift discussions. More, they might well have divergent personal, financial, and philanthropic priorities. Cases for support will be read by people with varying degrees of connection to and affinity for your organization; some of them likely will approach the piece with a “prove it to me” perspective.

The crux of a rational case often rests on the reasons for confidence in your institution—why you are the best bet for successfully addressing a challenge. Some propositions are more straightforward than others.

Imagine that XXX College has exceptional graduation rates and leads nationally in the social mobility of its alumni. Here, the logical argument for scholarship support is clear:

• we’re succeeding where others are not, illustrated by these proof points
• our alumni demonstrate the power of an XXX education through their work in the world
• many more talented, prospective students need the educational opportunity we offer—and our communities need their well-honed skills
• with an investment in scholarship funds, more of these students could attend XXX, changing the course of their lives and creating good for others

It’s often more challenging to make the case for investment in fast-moving scientific discovery (think, developing quantum computing or uncovering epigenetic mechanisms in rare cancers). In these examples, the logic might involve factors such as: analogous achievements of the institution’s investigators, existing expertise in related fields, robust industrial partnerships, and a longstanding record of leadership in fundamental scientific breakthroughs.

Data

It’s tough, maybe impossible, to make a strong philanthropic case without data. Even if you’ve connected with a potential donor on an emotional level, the left brain eventually kicks into gear. It begins searching for reasons to validate the heart-driven inclination to give. Conversely, the use of too many data points causes eyes to blur and brains to muddle. The reader retains none of it.

The task is to find the most compelling information and use it selectively. Vary how you present statistics: 17% of this, nearly three-quarters of that. When possible, use both internal and external data—and put them in a context that matters to your audience.

Using the first example under logic (above): What has been the percentage growth in your students’ financial aid need over the past five or 10 years? In the second example, what is the United States’ investment in quantum technologies compared to that of other countries? (Answer: It’s less than China and the EU, making for a strong statistic to substantiate a national innovation and competitiveness argument.)

Emotion

Today, the role of emotion in philanthropy is widely accepted. Early in my university advancement work, however, my “make them cry” mantra elicited eyerolls. But from the donors I’d been privileged to know since the early 1990s, the positive connection between emotion and giving was clear.

Years ago, when I came across the research of Paul Zak, a pioneer in the field of neuroeconomics, I felt vindicated. Finally! Scientific evidence to support anecdotal observation. Through several studies, Zak and his team found that narratives prompting the empathy-driven release of the hormone oxytocin correlate with increased philanthropy.

In a proposal, hitting the right emotional note is relatively simple. We know the donor and the specific emotional drivers that matter to her. Pride, duty, legacy—whatever it is, we can lean on the right pillar. In a proposal, we can create an intrinsically emotional journey by keeping donors and their capacity to right a wrong or advance science front and center. Cases are trickier business. When writing a case statement, I envision a small roomful of people who care about organization and the cause, and I imagine what values they share. In those values lay the emotion I need to tap.

Data + Emotion = Compounding Power

Whenever possible, I try to combine data and emotion—amplifying the impact of each. It's a narrative flex akin to a flashing red arrow commanding the reader to stop, feel, and reflect. A few quick examples:

• Each year, more than 450 people who walk through our doors will be diagnosed with cancer—mothers, fathers, sons, and daughters whose lives are forever changed in an instant.
• The average debt of our graduates is $25,000—significantly less than the national average, but too great for those seeking to work as teachers, journalists, or social workers.
• Our NICU was designed and constructed in 1980, decades before research defining the optimal environment for vulnerable babies to grow and thrive.

To be sure, no formula exists for effectively making your case with logic, data, and emotion. Individualized titration of the elements is necessary for every proposal or case statement. Success requires careful consideration of the donor(s), the specific proposition, and your organization’s position and readiness to achieve its aspirations.

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Next post: The Right Tool for the Right Moment (coming week of Jan. 23).

I am a writer who partners with nonprofits to tell their stories, combining head and heart to move people to engage and give. Contact me if you’d like to discuss a project.