The Book, Cheap offers a fascinating exploration of the psychological drivers that guide our consumer habits. A discount actually activates parts of our brain that are responsible for pleasure- no wonder it is hard to pass-up a 60% off sign. I am surprised that the social sector does not leverage more of the discount culture. Instead the focus is usually on maximizing or matching a contribution. Rarely do you see a membership program reduce its dues or a higher donor recognition level offered for a reduced donation. I am not advocating for these changes but I am surprised the social sector’s business planning has not dipped into the sale’s bin.