The development world is acutely aware that some people will never give. Naturally, we assume these non-donors are of no value to our organization. The reality, though, is that we’ve just presented them with a stimulus that does not match their expectation to take the desired action we request. They may never respond well to being asked for money, but we might be able to come up with something that would work better—if we could get past the idea that philanthropy is a sector without a product...
Nick Rawitsch
