Motivating Donors to Give — and Give Happily

Brand Experts assume a donation is just like a purchase. In their world, the purchase is not where the action is. So they pay no attention to the purchase and instead look upstream.

They ask a series of questions a lot like the Nike shoe questions. Why do people give? To help the poor. Why do they help the poor? To make the world a better place. Within three or four questions, they arrive at what they think is the true purpose of the organization in the deepest sense. Which they assume is also the donor’s purpose: the deeper meaning. The “Just Do It.”