The traditional approach to human services fundraising follows this path: 1) Here is the problem. 2) You are the solution. 3) Please give. 4) Thank you.

JayRay took a different path to success: Talk about donors themselves and the doubled power of their expanded contributions, thanks to a $1.75 million challenge match from the Bill and Melinda Gates Foundation and three very generous Pierce County donors.

The public responded by increasing donations by 20 percent.