When Trying to Help the Poor, One Word Can Make a Huge Difference

A social experiment from the UK shows how a counterintuitive approach to charity marketing can work better than a straightforward pitch

A British charity, Pilion Trust, sent a man out on the streets of London to raise money. First, he wore a sandwich board that bore an offensive message about the poor. As the video shows, he was accosted by passers-by who defended the downtrodden

"They've hit rock bottom," one offers. "There's a reason for that."

"You should be thinking of a better way to get them off the streets," says another. Read more...