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Bryan Mullaney, a co-founder of a non-profit organization Smile Train, worked to help cleft lip and palate patients in developing countries. He decided to raise funds for cleft lip surgeries. First, he thought about why people donate to charities. You may think that people really want to help others ― satisfaction through donation. But there is another reason. It is the social pressure for a donation request. He also thought about why people hesitate to donate. Once you donate, you may receive an average 15 mailings a year. Whether you like it or not, you have a long-term relationship with your donation organization. People do not want this relationship. So, his idea was to . “If you donate only once, we will not bother you again.” Many people who received the Smile Train’s message became donors, and the number has been increasing each year. Frankness and freshness moved people’s hearts.