From the article: "For both sides to work together effectively, each has to recognize the challenges of the other." Why? In order for both sides to work toget

From the article: "For both sides to work together effectively, each has to recognize the challenges of the other." Why? In order for both sides to work together effectively, the business (non-profit) has to anticipate and fulfill the need of the consumers (donors). They're basically saying that not only aren't the donors giving enough, they need to be educated into changing their reasons and motivations for giving.