Haiti Is a Marketing Lesson

Posted by Dan Pallota on The Harvard Business Review Blog Network

$560 million and counting in 17 days — that’s how much donors have given to 40 U.S. charities surveyed by the Chronicle of Philanthropy.

Why the outpouring of cash? It’s not just because people are dying. Innocent people are dying by the hundreds of thousands every day under the most horrific circumstances, but we don’t see $560 million pouring into any of their causes in two and a half weeks. It’s not because people are buried alive. People are buried alive every day by the scourge of AIDS and malaria, and literally in diamond and precious metals mines, but we don’t see half a billion dollars materializing overnight for these causes.

The reason people are giving so much money to Haiti is simple: They are hearing about it….

Read the rest at the Harvard Business Review.

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