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Chapter 3 Prequel

The reflex response to the priest and Levite in the story of the Good Samaritan is to scorn their lack of compassion and decision to pass by on the other side. From a neighborhood in New York's Chinatown Steve Moore reflects on a "gut wrenching" experience that reminded him of how tempting it is to find acceptable reasons for prioritizing personal comfort over compassionate action.

Don't Almost Give

One of the most creative and challenging campaigns of the Ad Council is the Don't Almost Give campaign. As Steve posits in this chapter, when it comes to serving others, it's not the thought that counts; almost giving is the same as not giving at all.

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