As gas prices soar, people are changing their driving habits to save a few bucks. At least one woman, Jessica Busby, is changing another habit - her blood donation frequency. To afford gas, she is riding her bicycle to the local blood clinic twice a week and is donating her blood for money. At $40 a session, she can afford to keep driving the way she did before the prices approached $4/gallon.

Implications - Many consumers require personal incentive to participate in an act of goodwill or for social good. Businesses that offer their clients individual benefits or perks for engaging in charitable activities will portray themselves in a positive light to their clients and the industry.