While reaction to poignant images related to a cause such as the Asian tsunami may create a surge of one-off donations, Tim Hardy & Mandy Lamkin argue that the response generated by connection with donors’ core values will more likely secure commitment to sustained, even predictable giving. While reaction to poignant images related to a cause such as the Asian tsunami may create a surge of one-off donations, Tim Hardy & Mandy Lamkin argue that the response generated by connection with donors’ core values will more likely secure commitment to sustained, even predictable giving. The personal values of donors – or their motivational principles – are fundamental to their giving…