Change of Heart: What Psychology Can Teach Us About Spreading Social Change

At times, the mind can be one's own worst enemy. When our ego feels threatened, it is wired to convince us of almost anything. And when certain unpleasant emotions arise at passing a homeless man on the way to work or seeing African children on TV with flies on their faces, we are accustomed to look away. How do certain people and organizations persuade us and our ego to donate time and money to their cause, while others don't seem to reach us enough?