Today’s donors want to feel invested as they invest. For many, it is not about cutting a big check, it is about feeling like you are part of the cause. They want to wear the breast cancer wrist band, do a leukemia walk, buy a cell phone color that means something, shop fair trade, and on the list could go.
Upside is that people are identifying more personally with their cause. Downside is that these things minimize the sacrifice it takes to get the impression you made a difference.
Pluses and minuses aside, non-profits and charitable causes must explore how to give their donors vested and visible identity in the cause if they want to survive the new trends in giving.