Contribution

Beyond Donation to Contribution

I donate to organizations and causes that generally align with my personal values.  I am usually moved because they grab my attention.  The organization is remarkable enough that I take the time to donate.  Many causes fall into this category and most get a donation of some predetermined value.

I contribute to organizations who provide me a chance to engage and interact.  A staff member calls to ask for advice.  I attend an event and suggest a resource to enhance the program’s effectiveness.  I communicate with a board member who helps keep me advised on the enterprise’s focus.  I serve on a task force.  I bring the organization ideas and feel the resources are considered.  I am able to use my talents on behalf of the cause.  I understand how I can impact the mission and programs of the organization.


I donate to these organizations also but at a much higher level.  Not only do they receive a financial contribution ten times greater but they get my talents.  I do not have time to contribute to every nonprofit but appreciate the ones that provide the opportunity.


Are you trying to cultivate donors or contributors?  How do you know which approach will most engage an individual?

Presentation and Context

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?