Homer Simpson for Nonprofits

I've spent the last month working with Alia McKee and Mark Rovner of Sea Change Strategies on what the growing field of behavioral economics means to fundraisers. We wrote an e-book — "Homer Simpson for Nonprofits: The Truth about How People Really Think and What It Means for Promoting Your Cause" — on the topic, parts of which are featured in this column, and we'll be presenting our findings this month at the Nonprofit Technology Conference. In this column, I share the first three of eight principles 
we've identified: