Life is busy and we are expected to identify, process, and prioritise millions of messages each day. To minimise over-stimulation, our brains quickly recognise similar patterns and give them less attention. Social media has conditioned us to know that we can quickly scroll to the next snippet of something-or-another to get a chemically gratifying reward – with minimal effort on our part. Exuberance writers understand that readers have a choice. If our copy does not earn their

Because no matter how many hours of training and how much prompting and how much material is stolen to feed the AI machine, it will never actually understand, relate, empathise, hurt, fear, cry, love.

It’s no secret that storytelling is at the heart of good fundraising. I would even argue that it’s at the heart of what makes us human....

In a story-driven profession like fundraising, a great interview can make a massive difference to your results. There’ve been times I’ve been tempted to send direct mail donors just the interview transcript and a donation form in their packs because the interviews were so profoundly moving. And times I’ve had to scrap and scrape to create good work because the base interview material was poor. Here are my tips from thirty years of interviewing for news and current affair

The success of a fundraising campaign very often relies on the individual stories or ‘case studies’ that charities share with donors. ...