Homer Simpson for Nonprofits

3. Stick to social norms, not market norms.

Humans have two distinct decision-making rule books: social norms, which are governed by values of community selflessness and altruism; and market norms, which 
are governed by calculated self-interest.

Social norms are stronger motivators than market norms. In experiments, under many circumstances people will work harder for free than they will for money. Not long ago, AARP asked lawyers to offer services to the elderly at a reduced rate (market norms). The response was dismal. Then they asked for lawyers to provide free services (social norms). Lawyers tripped over one another to volunteer.