Motivating Donors to Give — and Give Happily

Let’s face it: A shoe is a shoe. A great shoe is only slightly better than an OK shoe. Describing the features of a shoe only emphasizes how boring and undifferentiated shoes really are. It’s not effective marketing.

To raise its shoes higher in our minds than pieces of leather you tie to your feet, Nike looked upstream to the meaning of the purchase. They asked, “Why do people wear these shoes?” Answer: To help in the pursuit of athletic activities.