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Recent neurological research has uncovered something fascinating: the brain is incredibly lazy. Given two options, the human brain will always take the easy way out. It’s a combination of many things, and much of it has to do with conservation of energy. In fact, when faced with too much stimulation, the brain will often “fill in” information it’s not getting from the eye, to create a picture based on something similar we’ve seen before. What’s this got to do with creativity?

Simple. The brain wants the easy way out. As a result, our perceptions, our ideas, and our creativity will take the low road, unless we intentionally stimulate it otherwise. Simply put – force your brain to see new things, encounter new experiences, and consider new ideas. Bombard it with new experiences. While some people are “born creative” we can all enhance and elevate our creativity, but we have to be purposeful about it.

Take a trip. Visit a museum. Encounter new people. Consider new ideas. Do something you’ve never done before. Break the routine. Grow.

Creativity doesn’t happen by accident.

For all the criticism that radio and TV ministries receive, many of these ministries are led by great people doing fine work in the world. For every “TV evangelist” who seems like a con-artist, there are many more feeding the hungry, building water wells, helping the poor, and using the media to share a message of hope around the world. Donating to those worthy ministries is a very good thing. Mary Hutchinson sent me this “Top Ten List of Fundraising Tips” for Christian media programmers. Based on her research, it’s particularly focused on religious and non-profit media. But many of the ideas could impact the way you raise money outside of media as well. Do you agree with these techniques? Let me know your thoughts.

1) If the audience only called for prayer or asked for a free gift, there is a less than 12% chance they will ever give to your ministry.

2) Younger preachers or hosts attract younger responders regardless of the format.

3) People will respond financially by email and direct mail better to a good story about a real person than a sermon or teaching.

4) Even if you are Southern Baptist, your donors are more likely to also be supporting a charismatic ministry as well-rather than another evangelical organizations.

5) Offering a product “for a gift of any amount” will out net a price point (i.e. $25) on television offers.

6) Ditto direct mail offers.

7) There is a segment of your audience that only will respond to you via direct mail. There is another segment that will only respond to you via web. There is another group who will always call. And a tiny group will always find their own envelope and write to you. Know who they are and treat them as they want to be treated and you’ll have a breakthrough. (Phil’s excellent book “The Last TV Evangelist” points this out – everyone responds in different ways.)

People want to have a two-way conversation with you. Open that door any way you can. Start listening.

9) Your letters don’t have to be in the homes with mail before the first of the month. That was true before direct deposit became a way of life, but not today.

10) A well designed “Welcome Series” of mailings for new names and donors will cause people to be twice as likely to be a monthly partner by the end of the first year than simply putting people in the regular communication program.

Whatever happened to talking with simplicity and clarity? It seems in the worlds of business, government, and academics, the more confusing you are the more intelligent you sound. But the truth is, it’s getting out of hand. At a recent academic conference, here were some of the terms tossed around:

“Polymodal discourse”
“The politics of representation”
“Reflexivity of discomfort”
“Transgressive”
“Dialogic process of being human”

Am I just an idiot, or do those terms have no meaning at all? Writer Peggy Noonan noticed it when watching TV recently:

“The other day I was watching “Morning Joe” on MSNBC, and Kathleen Sebelius, the secretary of health and human services, came on from Washington to talk about health care. A reporter on the set, Andrew Ross Sorkin of the New York Times, asked a few clear and direct questions: What is President Obama’s health-care plan, how would it work, what would it look like? I leaned forward. Finally I will understand. Ms. Sebelius began to answer in that dead and deadening governmental language that does not reveal or clarify but instead wraps legitimate queries in clouds of words and sends them on their way. I think I heard “accessing affordable quality health care,” “single payer plan vis-à-vis private multiparty insurers” and “key component of quality improvement.” In any case, she didn’t answer the question, which was a disappointment but not a surprise. No one answers the question anymore.”

Write this down: People who speak with clarity and simplicity know what they’re talking about. They have confidence. Listen to them. But when things get cloudy, confusing, and obscure, that’s a person who doesn’t have a clue about the real answer. Run.