Decades ago, I saw a commercial for a charity. Usually, in such commercials, you see footage of struggling people or animals intended to tug at a viewer's heartstrings. This commercial, however, took a different approach. I've forgotten which disease the foundation wanted to eradicate. I recall, though, that a scientist's blunt directive at the end of the ad surprised me.
"We don't need your sympathy," he said. "We need your money."
I still wonder if that hard sell approach spurred more donations or hindered them.
