I'd theorize that "hearts and minds" along with "brand awareness" as just as big and useful to them as the money itself. More awareness brings in more users, br

I'd theorize that "hearts and minds" along with "brand awareness" as just as big and useful to them as the money itself. More awareness brings in more users, brings in more donors. Plus, some people just won't give without getting. Which is why PBS continues to do donation drives where they give away Rick Steves books (or whatever it is these days).