A note from Daniel

In 2015, the Robin Hood Foundation raised $101,000,000. In one night. It was the single most effective fundraiser of its kind in history. Some people look at this result and conclude that the tactic (a gala) is the secret. It's not. It's the extraordinary peer pressure of “people like us do things like this.” While there were a few anonymous gifts, almost all the money raised revolved around a simple trade: cash for status. Tension is created by the event. You're there, your peers are there, your spouse is there. An auction is taking place. The cause is a good one. With a simple act, you can raise your profile, earn respect, and dominate the competition. If that matches your worldview and you believe you can afford it, then money is raised.

Daniel This Is Marketing, page 111 · August 11, 2023 Save to shelf
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