In Content Marketing for Nonprofits, Kivi Leroux Miller mentions a study by Jen Shang, who researches philanthropic behavior uncovered 9 adjectives Americans use to define a good person:
- Kind
- Caring
- Compassionate
- Helpful
- Friendly
- Fair
- Hard-working
- Generous
- Honest
As you can imagine, the process of going from awareness about an issue to taking action (donating, volunteering, etc.), involves a complex psychological process.
And many times this process doesn’t move along as fast as we’d like. 
Why emotional words matter
Your community acts when emotions are triggered. And while words might not be as powerful as images and video, they do have a triggering effect, according to neuromarketers.
What next?
Aside from buying Kivi’s book right now, put aside some time this week to update your content strategy, as well as your website copy and email messages.
What do you think?
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