Nonprofit Chronicles

Journalism about foundations, nonprofits and their impact

Advertising changes behavior. Why else would brands pay as much as $5 million for a 30-second spot on the Super Bowl? But measuring the impact of advertising, particularly in traditional media, is an inexact science at best. (“Half the money I spend on advertising is wasted,” retailer John Wanamaker famously said. “I just don’t know …

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As a girl growing up in Reno, Nevada, Sue Desmond wasn’t satisfied with an A. “I wanted an A-plus,” she says. She also wanted to make a contribution. Watching her father, a drugstore owner, display kindness towards customers left a strong impression. As a young doctor, she and her husband, Nicholas Hellmann, moved to Uganda …

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