The Nonprofit Times recently featured a study that tested donor motivation.  In a nutshell, researchers found that donors are more likely to respond to emotional appeals that logical appeals.  This is an interesting read for two reasons.  First, it backs up my anecdotal experience that the vast majority of donors are motivated to give via an emotional response and not necessarily because of a logical, fact driven case.  Secondly, the study found that nonprofit marketing materials should always be written for a very basic audience.  You can read the full article here: http://www.thenonprofittimes.com/news-articles/giving-is-literally-a-chemical-reaction/?r=ig-mo