In her book, The Fear Factor, neuroscientist Abigail Marsh, Ph.D. describes non-directed kidney donors as "extreme altruists." Her groundbreaking research into extreme human behavior ranging from cruel selfishness to altruistic generosity identified people who give a kidney donation to a stranger as the most extreme cases of selfless giving. In tel...

The bottom line: The Abundant team wants to help as many people who need a kidney donation as possible. We're taking a cue from The Living Kidney Donors Network, a respected non-profit that helps kidney patients help themselves find a donor. LKDN's approach teaches kidney patients to create greater awareness about their need. Abundant endorses...

Living kidney donation has a fundamental branding problem, and it makes finding a living kidney donor even harder than it should be for thousands of Americans.  Like most classic branding dilemmas, neither the problem, nor the solution can be stated succinctly in a way that a mass audience can understand.  Thus, the message remains l...