How do you cultivate a differentiated nonprofit, and how do you inspire people to give? In this talk, from the 2008 Nonprofit Management Institue, an event of the Stanford Social Innovation Review, Stanford marketing professor Jennifer Aaker talks about how to garner more volunteers and money in an era in which the giving of time and money is shrinking. Drawing from research on what makes people happy, she explains why more individuals don’t contribute their financial and personal energies in nonprofits, despite the fact that studies show such activities aid people’s sense of well-being. She discusses how organizations can use such data and insights to create striking and “sticky” ways to get the attention and resources they need to fulfill their missions.