Part 2: The Entropy of an Ask

This is Part 2 of our series. In Part 1, we established that the human brain is a prediction machine that works hard to minimize "surprise" (or entropy) by solving its most immediate "prediction errors" first.

Now, we connect that theory directly to fundraising. We explore how "inefficient" communication—like jargon, generic asks, and irrelevant messages—is just "high entropy," or "bad surprise," that the donor's brain is wired to eliminate. We'll reframe "efficient" fundraising as a low-entropy, low-friction process that confirms a donor's identity and makes giving the easiest action to restore their worldview.