In a recent study, linking and organization to an emotion was found to be one way that nonprofits 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 nonprofits don’t understand the importance of differentiation in their overall strategy.