What your favorite charity can learn from the craft beer movement
Pull up a bar stool. Let’s talk about the craft beer movement and what it can teach your fave charity.
Back in the day, there were, like, three kinds of beers. In fact, one of the most famous advertising campaigns of all times – “tastes great, less filling!” – itself implied there were really just two types of beers.
Then came the craft beer movement. I’m not sure whether craft beers were a response to consumers, or whether craft beers created a demand; presumably both. In any case, now a place like, say, Exile Brewing in Des Moines, itself has more than twenty-five beers (this based on an informal count from Exile’s robust website).
Now any retail establishment which sells beer must offer lots and lots of different kinds of beer. Any retail establishment which isn’t able to offer its customers wide variety risks irrelevance, or worse.
Nonprofits depend on the generosity of donors. Donors’ views have changed, however. Donors expect – indeed, demand – the opportunity to use many different options to assist their favorite charities. No longer can nonprofits simply ask folks to pony up cash, or just accept credit cards. Now, donors want to be able to converse with their fave charity and discuss using their whole portfolio.
Nonprofits need to be able to accept, and intelligently discuss, gifting of many different types of noncash assets, including:
- Real estate
- Tangible personal property
- Gifts of grain
- Life insurance
- Retirement benefits
Charities also need to be able to discuss different tools and techniques, including wills, trusts, and estates and estate planning, as well as charitable gift annuities and charitable remainder trusts.
A nonprofit which doesn’t offer its supporters a wide variety of giving options risks irrelevance. Or even worse fates!
So, how does your fave nonprofit stack up with charitable giving tools and techniques? What questions do you have or what issues do you face?
Email me anytime at email@example.com. I’d love to hear from you.