My first boss, a respected if not legendary direct mail fundraiser in the political arena, once told me that it is far easier to raise money against a perceived evil than it is to raise it for a perceived good.
The recognized emotional “drivers” of effective direct response fundraising copy (attributed to Bob Hacker and Axel Andersson) are fear, greed, guilt, exclusivity, anger, salvation, and flattery. Most good copywriters, especially in fundraising, lean heavily on these emotions to drive response, and strive to place the donor at the center of the appeal.
The notion that donor action is more easily triggered against an evil suggests that, of these drivers, fear, guilt, and anger are frequently more useful tools for fundraisers to stoke the emotional fire in their readers’ hearts. Admittedly this sometimes paints a grim but motivating picture of the challenge.