Cash may be king, but goods are queen: Marketing for noncash donations by nonprofit organizations

Abstract

AbstractTo thrive and survive, nonprofit organizations should always seek new sources of donations. Although many of these entities are laser‐focused on obtaining cash and other similar forms of funds from their donors, they should not forget the abundant donation type that is also available to them: noncash goods. The process of marketing to donors for these goods is unique compared to fundraising for cash. Consequently, the goal of this study is multifaceted: to remind nonprofit organizations of the availability of noncash goods as a donation source, encourage them to unlock this trove through marketing, and provide them with recommendations on how to do so.