1. THE BUSINESS OF POVERTY

2. BELIEF ONE FOCUS ON THE PUBLIC THE SOLUTION TO POVERTY IS (AT LEAST REGARDING RESOURCES) NOT PRIMARILY IN GOVERNMENT AGENCIES OR PRIVATE FOUNDATIONS. IT’S IN THE PUBLIC. WHY? BECAUSE THE PUBLIC HAS SIGNIFICANTLY MORE RESOURCES AT ITS DISPOSAL.  Money  Time  Stuff (food, clothing, household items)

3. BELIEF TWO PEOPLE NEED TO GIVE GIVING, WHEN DONE RIGHT, IS TRANSFORMATIONAL AND KEY TO THE HUMAN PSYCHE. PEOPLE NEED TO GIVE. THE KEY TO GOOD GIVING IS CONNECTING YOUR DONORS TO THE STORY, AND NOT LETTING GIVING BECOME A SIMPLE EXCHANGE.

4. OBSERVATION BRAND MANAGEMENT IS ESSENTIAL PEOPLE WILL GIVE TO YOU WHEN THEY UNDERSTAND WHAT YOU ARE DOING AND WHY YOU ARE DOING IT. BRAND MANAGEMENT IS ESSENTIAL TO THE PROCESS OF PEOPLE UNDERSTANDING.

5. OBSERVATION MARKETING IS NOT THE SAME THING AS SELLING GOOD MARKETING MAY GET PEOPLE TO LIKE YOU, BUT IT DOESN’T GET PEOPLE TO MAKE A DONATION. YOU MUST DIRECTLY CONNECT WITH DONORS IN ORDER TO “CLOSE THE SALE.”