In this video: 00:00:00 - Overview 00:01:51 - Inside The Mind of Your Prospects 00:07:20 - Betty Crocker Phenomenon 00:13:50 - Uncovering Pay to Play Stigma 00:22:22 - How Big Media Brands Profit from Achievements 00:42:43 - Changing the Frame of Our Offer 01:17:54 - PBS Method for Monetizing Recognition 01:29:35 - Is this Deductible Question 01:31:13 - Setting Expectations with Charities 01:38:44 - Framing the Conversation 01:53:41 - Q&A