People identify with their names more than anything else, which has implications for marketing and charities. For example, studies show that people donate more to victims of a hurricane if they share an initial with the name of the natural disaster. A teacher crowdfunding site was able to increase donations tenfold by matching teachers’ last names to potential donors when sending solicitation emails. Professor of Marketing at NYU Stern and author of Drunk Tank Pink says more organizations should use that to their advantage. For example, hurricanes in the U.S. could be named after the initials most common in the population (J and M) or after wealthy people such as Bill Gates to maximize donations.