Should your Crowdfunding Campaign appeal to the heart or the brain?
By dr. Asma Naimi – Senior Associate efesai
See Change Magazine – The Magazine of Social Entrepreneurship
Should Your Crowdfunding Campaign Appeal to the Heart or the Brain?
New research from the USC Brittingham Social Enterprise Lab and ESADE Business School investigates whether people are swayed more by emotional or cognitive appeals in requests for funding by social enterprises. Conventional wisdom is that having a compelling story is important for entrepreneurial success, and that contributors to socially-focused ventures are motivated mostly by their hearts…READ MORE