Campaign case statement  written by Tom Ahern.

Campaign case statement written by Tom Ahern.

 

Renewing our Promise

As the 100th anniversary of the US National Parks System approached, its nonprofit “friends” group, NPCA, launched a campaign to strengthen itself financially. This case is a prime example of “selling the threat.” It takes advantage of a psychological phenomenon called “loss aversion.” Translation: people will go to extraordinary lengths not to lose the things they value.

 
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