Advertising is based on one thing: Happiness. And you know what happiness is? Happiness is the smell of a new car… It’s freedom from fear. It’s a billboard on the side of the road that screams with reassurance that whatever you’re doing is okay. You are okay. — Don Draper on AMC’s Mad Men. (Video on YouTube.)
I sometimes wonder how Don Draper would react to someone telling him that in 2009, many consumers make their buying decisions based on a product’s quality rather than the feeling a product’s advertising instills in them, or the narrative in which the ad places them.
Sure, it’s possible that donors are hardwired a certain way and may never care about the real impact their gift has. But it’s also possible that many donors would look past happiness and use information on impact – if only it were easier to find. That’s what we’re trying to bring about.