Why Abundant’s Message is Geared for a Large Series Audience
Traditional communications to promote charities and philanthropic causes are focused around a visceral depiction of the person in need. This is a proven effective way to inspire giving, and most respondents do so with financial support. With living kidney donation, this model is not as effective. The decision-making process to donate a kidney is much more complex and the gift is not financial. The producers of Abundant believe that reversing the focus is the key to inspiring a larger audience to consider living kidney donation. Abundant will define the living kidney donor, how they think, what they do and who they are. In this way, individuals with similar characteristics and beliefs will see themselves in the depiction, hopefully inspiring them to consider living kidney donation.
The web site also features the audition vidoes of all kidney patient applying to appear in Abundant. Indexed with contact information, we offer this free benefit to kidney patients to give them a larger forum to tell their story and potentially connect with their donor.