While I agree with your projected outcome…the world would be a better place if everyone who ‘could’…
Andy Burton

A lot of non-profits do suck at marketing, but that doesn’t make the widespread lack of philanthropy a marketing problem.

I’ve worked in marketing for 30+ years and all the marketing in the world isn’t going to sell all-beef burgers at a vegetarian convention.

I’ve canvassed for several charities and I could write an article about the things people said to to me at the door. Things like yeah — why don’t all those politicians spending my hard earned money do the donating… I got lectured up one side and down the other about politicians, cost of living, cost of education and don’t you come to my door asking for more, missy.

For several years I ran a Girl Guide troop and one of the projects we did was a 30 day “secret good deeds” challenge. The kids would do nice things for others in secret, and write them in little journals I gave them. At the end of the 30 days, we’d have parents night and share the books with their parents.

I can’t tell you the number of parents who looked red-faced and ashamed and said they’re “too busy” to teach their kids to help others.

We have a deep-seated societal problem that goes way beyond marketing.

We live in a time when people are put on a pedestal if they’re rich and wealthy, and morals are overlooked too often and too easily. If morals mattered, the USA wouldn’t just have a different president, there would have been a different candidate on the ballot in the first place.

It’s not a marketing problem. It’s a societal attitude that starts at the top and rolls on down.

Talk to random people about homelessness and most upper class white folk think those homeless people ought to just go get a job. The part that disturbs them about homeless people is when they jingle their cup at them outside the mall.

The city I live in closed a homeless shelter (lack of funding) and people lined up at city hall to demand that the city “do something” about those people, because it’s scary when they come up and ask for spare change.

We won’t even discuss brown or black people. 
(Let’s make America white again!)

Ever noticed that most of the people needing help in this world are brown, black or homeless? You honestly think a marketing campaign is going to convince Joe Racist to help because it’s going to make “him” feel good?

It’s not a marketing problem. It’s a societal attitude that starts at the top and rolls on down.

As you pointed out, people help for personal reasons .Here’s another interesting tidbit, most of the people who do give to charity are in the lower median of income. Poor people know what it’s like to struggle and they help when they can.

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