"The whole thing is making the case for support," Ms. Heisman said. "Making the case with a story or an image, information that the donor gets about the cause, something emotionally moving for them. Really good story telling is what triggers really powerful philanthropy; the act of making it real."
"In the world we live in, [charitable donations] are highly valued," Ms. Heisman said. "Giving to charity is something we really treasure in our society."