Traditional economic theory stresses that people support new ventures based on the cold logic of rational self-interest. But is this true? Recent research reveals people think as much with their “heart” as their head when they hear a pitch, whether for a social venture or for private enterprise. How do we translate our personal values, often key to our venture, into language that funders might recognize based on their own moral/emotional intuitions? This workshop explains the importance of emotions for decision making, the five basic social categories (following Jonathan Haidt’s research) that govern most moral/emotional commitments, and how to communicate ones vision to articulate, not manipulate, the personal values of potential supporters of your venture.