Motivating Donors to Give — and Give Happily

Then the Nike folks went farther upstream and asked, “Why do people do these activities?” Answer: Because in one way or another, they’re striving for achievement.

The branders connected that striving with the striving of famous athletes. Suddenly, a pair of shoes was a glorious thing: Just Do It.

That’s a well-built commercial brand. But the same thinking takes you down a different path when you try to apply it to a nonprofit brand.