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.