Call it soul or empathy - you choose... I don't care.
But whichever you pick, that is your role in marketing, fundraising or comms.
Feeling alongside your customers, users or supporters - winning when they win and hearing what they hear and wanting what they want - that's empathy.
You are the soul connecting numbers to stories, data to emotions, and mission to message.
And that's also your battlefield... because when you advocate for your customer, user or supporters, your organization will wonder why you're ignoring numbers, data, and mission to focus on stories, emotions, and message.
Soul or empathy - you choose... and either one will make you better doing what you know you should be doing.