Homer Simpson for Nonprofits

So why is behavioral economics important to nonprofits? For us, these irrational decisions have high stakes. We're not asking people to buy a Coke. We're asking them to protect our environment, safeguard our children, fight for human rights. We're asking them to change the world. Their individual decisions — which often don't take into account one's own best interest, let alone the interest of the greater good — matter a lot. We need to be sure we're asking people in the right way, or their Homer brains might undo our Spock arguments.