How to Raise A Lot More Money by Thinking Small

You probably remember the photo of the body of a little Syrian boy, washed up on a Turkish beach in September 2015. It's a hard photo to look at; he looks like he's sleeping, in that sprawling, completely relaxed way that toddlers sleep. But he's not asleep.

This photo galvanized (sort of) humanitarian response to the Syrian refugee crisis. The fact that it's an astoundingly huge crisis didn't move people. It took a photo of one child, for whom help was too late.

And it's always that way. The facts that prove a crisis is a problem that urgently needs response never stir response. The picture one does.

Because that's how our brains work.