In his book Emotionomics, according to Dan Hill: "We have gut reactions in 3 seconds or less." Dan's a scientist.
I interpret his comment to mean that my donor prospects will be either ON my side or NOT on my side almost instantly. They will lean towards saying YES to a gift — or lean away from saying YES to a gift — within seconds.
Since I encountered it, I've based all my donor communications work on Dan Hill's research. I can report that I consistently achieve good-to-great fundraising results — not because I have special talents (there are no magic wands); but because I obey and act on Dan Hill's discovery.
In truth? I despise opinions ... my own as well as my client's. Opinions have no place in fundraising. Fundraising is serious business. It's about mission and the money needed to sustain and enlarge that mission.