This document was part of the Multicultural Philanthropy Project, funded by the W.K. Kellogg Foundation. A series of fourteen guides examine the ways in which various gender, ethnic, cultural, religious and racial groups use their gifts of time, money, and talent. They reflect the ways giving and voluntarism are embedded in American life and challenge the notion that philanthropy is the exclusive province of elites. The guides include discussion topics, research questions, and literature overviews with annotated bibliographies. They were developed both to integrate the study of philanthropy into the curricula at colleges and universities, and to provide a tool to nonprofit professionals in the area of development and fundraising. Each volume provides background information on a selected community that will help practitioners work effectively with these groups. This guide explores the role of emotions in philanthropic behavior and considers the conscious use of auditory and visual tools as emotional triggers in soliciting donations. Drawing on examples employed by American Jewish organizations, the guide analyzes the emotional structure of fundraising appeals. It will be of particular use to fundraisers, special events coordinators, and creative staff in thinking about ways to craft an effective appeal, and will serve to bring into the open the discussion of the role of emotions in moving the target audience. It is recommended that nonprofit professionals consider the salient issues relevant to their own communities or organizations, using the cases described in this volume as models for comparison, and as spring boards for developing appeals.