Spotlight on New and Relevant
The Motivation for the Money for Good Project

It is our nature to see the world based on our own context, experiences, and points of view. People in all walks of life struggle with this bias every day. The need to understand the world as it is – not as we wish it were – has caused primary market research to become a multi-billion dollar industry.

The motivation behind the Money for Good project was to seek the ‘voice of the customer’ for charitable giving and impact investing. This perspective has been lacking in these sectors to date. As the Hewlett Foundation and McKinsey & Company noted in their recent report “The Nonprofit Marketplace,” there is a need to “invest in research that clarifies donors’ motivations, needs, and read more