quarta-feira, 19 de dezembro de 2007

Why It's Better to Brand than Receive

But almost immediately aid and donations poured in. Within a couple of months the British public had donated around US$ 650 million through the Disasters Emergency Committee (DEC). The US raised more than US$ 1.9 billion from private giving.

The level of giving around the globe reached unprecedented levels. Perhaps the generosity can be attributed to the shock of witnessing such a disaster at such a hopeful time of the year. Perhaps it was the sheer scale of the destruction. Perhaps it was all of the vivid footage taken by amateur filmmakers and tourists. Regardless of the reason, it marked an event that inspired people to donate, many of whom who don't give regularly, if at all—often because of "charity fatigue."

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