The bulk of funding for Fred Hutch’s boldest, riskiest research comes from their annual one-night gala. But rich people get asked for donations A LOT. The usual emotional appeals and cancer-survival stories have lost their power. So we rejected safe tropes and instead motivated donors by challenging their entrepreneurial spirit. How willing are they to invest in high-risk research that will either go nowhere or change the world forever? This video played right before the raise-your-paddle donation event and helped Fred Hutch smash their already audacious fundraising goal by 30%.