Positively Negative Message

There's a never-ending debate about positive versus negative emotions in doing good - giving, volunteering, celebrating/protesting.

Do you do good because of negative emotions - to avoid paying taxes (higher or just the same), or because you believe in the good you accomplish by doing good?

The agnostics tell us it doesn't matter. Giving is giving. Buying is buying. Volunteering is volunteering. Money is money. Period. (Gotta love the difference indifference makes!)

Purists tell us it does matter, and in principle they'd only want money from those who really want to give them money for altruistic reasons - because altruism still exists in their world. (They're the parents fond of saying 'Do it only if you really want to do it....')

And then there are communications and messaging and brand wizards who say it matters because it doesn't matter. (They get paid to see things mere mortals don't see.)

This tidbit about an additional charitable deduction in the CARES Act is a great example - allowing taxpayers taking the standard deduction to claim up to $300 in charitable deductions as well.

So what's the message here?

Do you want to be the reason people give, buy, or volunteer?

​Or do you want to be the outlet for the negative inducement?

And does it matter to you - your communications, messaging and brand?