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All posts by: Robert Perez

In 2017, my own approach to communications has completely changed. Having spent the last few months diving into the latest studies from cause communicators in the USA, and studying audience research about human rights around the world, I have ...
Picture Susan: a woman sitting in front of her computer at home on Long Island, New York. Stirring her tea, she eagerly navigates to the homepage of a grassroots organization in her community that helps families with...
“The ocean does something to your spirit,” an African-American woman from Charlotte, North Carolina volunteered during a focus group. “You are stressed out when you are driving. You get close to the ocean, you can smell the air. There...
If America were a couple, it would seem like we are headed for divorce court. It can feel impossible to get a majority of Americans to agree on anything. Recent Pew Research Center polling shows that Americans are intensely divided...
It's time to look ahead and set goals for next year. Have you thought about your donors and how you can communicate with them better? We have research-based lessons to show you how. Many of them are easy...
Dr. Melanie Green studies the psychology of storytelling. Her research examines how becoming immersed in a story, known as narrative transport, can influence attitudes and change behaviors....
On many social issues, fear and empathy often yank against each other in an emotional tug of war in the minds of our target audiences. Fear has evolutionary advantages over empathy that makes it seem like Dwayne “The Rock” Johnson...
When was the last time you wanted to feel sad and helpless? You're not alone. It's human nature to gravitate away from what makes us feel bad. In fact, most people avoid information that's painful, unpleasant, or uncomfortable. Scientists call...
On the Media was examining the efficacy of different social media campaigns to halt a rising tide of anti-Muslim sentiment in America and abroad – especially in light of the gruesome acts of extremists in Iraq and Syria....
Stories have incredible power: They open closed minds and are scientifically proven to stick with us longer than facts. But can stories deliver the goods when fundraising? Over the past few months, we've worked with...