Q: I am the development director for a one-person department in a five-staff agency serving children and adults with autism, mental retardation, Down Syndrome, PDD, etc. How do we identify our Emotional Hook^™ without it being pity?

A: The Emotional Hook for each organization is a complex interplay of the worst stereotypes and the biggest dream of what's possible. I'd say your hook is "hope" and the possibility of a useful, fulfilling life. If you just focus on that, people will want to give. They are already well aware of the stereotypes.

Terry