The charitable impulse : those who give to charities, and those who run them, talk about what's needed to keep the public trust / Ana Maria Arumi [and others] ; with Steve Farkas [and others].

American donors are passionate and positive about the charities and nonprofits they support. But at the same time, according to focus groups, there are strong and spontaneous negative reactions when nonprofits adopt big-business type marketing and sales techniques. Typical giving tends to be based o...

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