RedRocks Consulting is a large consulting firm in Denver, Colorado, with a variety of clients, including small businesses, large corporations, non-profits, and government departments, Red Rock Consulting provides... information technology services, such as development, training, technical support, and database administration. The company specializes in software from Microsoft. Don McCubbrey thought that on a philanthropic level, we might all believe that researchers should get involved in addressing the needs of the nonprofit organizations, and charities encouraging others to contribute to charity. On the other hand, this is not the same as being practical and actually taking the necessary steps to act in a substantial and quantifiable manner. Hence, the question is raised - is addressing the needs of nonprofit organizations and charity a lofty ideal or an actionable proposal? It would be reckless to leave the problem as a superior ideal. Therefore, we must address the question - how can we change it from a patronizing ideal to a practical proposal? The answer lies in the taking steps to transform the structure of our academic community by re-examining the fundamentals - teaching, research, and service. Examining these fundamentals, we should ask how our current goals, incentives, and efforts are rewarding them for their efforts while encouraging others to contribute to charities. The needs of the nonprofit organizations, and charity, and more specifically, we must look at to what degree we are being cognizant of the needs to contribute to nonprofit organizations, and charity when we chart our goals, plan our efforts, and devise incentives. Moreover, we must also recognize that studying nonprofit organizations issues and contributing to charity can inform and deepen our understanding of contemporary research issues. For example, the ID number and the name ...