This book originates from the author's curiosity and professional practice to convince other people, often total strangers, to give him some of their most precious and intimate things —including money—to support a cause, an idea or an organization. HIs job is, in fact, to explain, excite, seduce and convince someone around a cause or a social project and convince him or her to open their wallets, to give their credit card and even persuade their friends or family to do the same. Having worked with so many different organizations– AIDS, children, indigenous peoples, and animals — he often wondered why sometimes it is easier to get a yes to an appeal for funds, or why certain campaigns have more success than others. How is it that certain causes or organizations are more popular than others in terms of money raised or social media views? Is it just that some are better at utilizing sales techniques, a bit like circus magicians or door-to-door sales representatives?