Homer Simpson for Nonprofits

1. Understand Homer, but don't use his ethics.

There is a line between using principles of behavioral economics to manipulate rather than persuade. In "Nudge," Sunstein and Thaler refer to this concept as "Libertarian Paternalism." In this context, libertarian means people should be allowed to do what they like — even if it is eating junk food, using plastic grocery bags, driving Hummers or not saving a dime. Paternalism means it is legitimate to try to influence people's behaviors in order to make their lives better and guide them to choices that benefit the greater good.