Wings of Change

Through the BrandTrust research, Easter Seals also found that whether people donate or volunteer, they’re motivated by how good giving makes them feel and that giving back affirms their worth as “good” people.

A new angle
In the past, Easter Seals’ direct messaging had been more institutional, i.e., focused mostly on what it does. The donor-centered research project showed the organization that the primary reasons individuals get involved with charitable organizations are more about themselves.