Disturb Not My Slumbering Fair — Chelsea Quinn Yarbro

Have you ever wondered what makes you cry while watching a video, what makes you willing to donate to a cause? Based on recent discoveries in neurosciences applied to marketing and fundraising, this book explains how our brain decides. It explores the specific emotions that are activated in the mesmo-limbic system in the brain, the same part that controls our heartbeat, our memories and reacts to stimuli and rewards.

Using more than twenty years of fundraising experience from around the world, Francesco Ambrogetti explains why and how emotions guide our decisions and the role they play when we decide to support a cause or an organization.

Utilizing practical fundraising examples and successful cases (and also mistakes and errors) this book explains how igniting emotions is the key to everything we do and, in particular, the decisive element when we act to support others.