Went to my local Albertsons grocery store today. As I wandered the the aisles searching for items on my list I stopped at the end of the wine aisle. The “best” wines in the market were locked-up and displayed almost like tobacco, sold as if they were restricted to an over-the-counter transaction. A customer certainly has to be motivated to make the purchase in a situation that requires locating an employee, getting the case unlocked, and most likely having the bottle placed at the checkout counter for purchase when the customer is done shopping.

It reminds me of non-profit websites I visit that are missing a “Donate Now” button. The ability to complete a transaction for a motivated donor or customer is necessary. I received an Annual Report from an educational institution that I attended for Elementary School. The report was extremely well done and motivated me to make a small contribution. I was able to complete the process in two minutes. Had it gone on my ‘to do’ list the donation may not have happened.

Are you keeping the necessary products within reach of your donors and customers? Is it easy for them to buy/donate or are you hiding the valuables behind the counter?