In a recent study, linking and organization to an emotion was found to be one way that non-profits can differentiate themselves from their competitors. And since giving is considered  a function of a brand’s differentiation, having characteristics that stimulate emotion is considered an increasingly important way to make a brand, well, appear different.

The study, headed by Adrian Sargeant, the Robert F. Hartsook Professor of Fundraising at the Center on Philanthropy at Indiana University, found that many non-profits don’t understand the importance of differentiation in their overall strategy.