People, not Abstractions

From the terrific book Made to Stick

:

Research shows that people are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. We are wired to feel things for people, not abstrations.

This reflects a mistake we make all the time in radio.

We do a lot for charitable causes. But these are too often faceless, nameless causes. Supporting Children’s Hospital is one thing. Supporting one specific sick child is quite another.

Doing a lot is good, of course. But illustrating what you do with one individual – one story – is the difference between doing good and doing good well.