An Introduction to Neurofundraising
In order to delve into
How did science and fundraising become intertwined? Neurofundraising stems from the scientific discipline of Neuroscience, which focuses on the structure and functions of the brain and nervous system. Understanding what drives human response impacts the decisions you make as a fundraiser. Through increased knowledge of human responses, fundraisers can learn more effective ways to engage donors.
Continue reading this resource to learn about this scientific approach to understand how to best relate to donor prospects.
The Role of Neurotransmitters
What exactly is oxytocin and why do we care? Oxytocin is a powerful dopamine-system neurotransmitter (neuropeptide) that calms the heart and was originally thought to be secreted only by women who were breastfeeding. Further research showed that while women tend to produce greater variances in oxytocin, it is produced in men as well. An increased presence of oxytocin is associated with “positive” emotions such as trust, love, generosity, compassion
Nicknamed the “love” chemical, oxytocin plays a role in many different aspects of human – and animal – emotion. Let’s explore the effects of oxytocin on the human person and thus, why we should care about this neurotransmitter as fundraisers.