The Heart Versus the Head: How Nonprofit Use of Emotion and Cognition Attracts Donors and Volunteers
Nonprofit and Voluntary Sector Quarterly
Published online on July 03, 2026
Abstract
Nonprofit and Voluntary Sector Quarterly, Ahead of Print.
How do nonprofits use language to attract donors and volunteers? We investigate how nonprofits attract these resources by framing emotion and cognition in descriptions of their activities to make them optimally distinctive compared to their peers. We ...
How do nonprofits use language to attract donors and volunteers? We investigate how nonprofits attract these resources by framing emotion and cognition in descriptions of their activities to make them optimally distinctive compared to their peers. We ...