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Counterintuitive is usually defined as something contrary to what one would intuitively expect. For example, marketing pros discovered long ago that the fewer choices we’re presented with, the more likely we are to actually choose one, whether it’s a lot full of new cars or a shelf full of pasta sauces in the supermarket.

Fundraising is often counterintuitive as well. Here I’ll share four instances. In my book, The Busy Volunteer’s Guide to Fundraising, you’ll find a fuller discussion of many others.