Does Your Change Produce Change?

More and more, busy intersections are becoming ground zero for nonprofit fundraising. I see lots of people wearing t-shirts from agencies, waving donation buckets at cars from the left turn lanes. I have no idea how much these campaigns bring in but I'm doubtful about their long term production.

Many watched as President Obama raised a huge amount of money through small donations and perhaps that's given hope to nonprofits that are dealing with vanishing corporate and donor support. But in the President's case, you were joining a movement where it was easy to learn information about it and feel that your gift was making a difference.

What I've noticed are people seeing that a group supports something that they like, such as children, and then they pull out their wallets and toss a few bucks into the donation bucket before they drive away. There's no opportunity for a dialogue that could lead to further involvement or greater support. It's as heartfelt as paying a highway toll.

This kind of transaction also gives the donor the idea that he or she has done their part for the cause. "Mission accomplished," they may say as they drive away, thinking their charity for the year is done. But some spare change or a few dollars won't make much of a difference. Sure they may provide a short term boost to the organization but then what? The group has done nothing to differentiate itself from the competition, which will be on the same street the next week.

I worry about the volunteers who stand in busy intersections, where they are at risk of being hit by distracted drivers. I worry about the drivers who give to charities on the streets without knowing how much of the gift actually helps people or pays for administrative costs (can't list these donation as a tax deduction either). Most of all I'm worried about those who need help, who may find themselves short changed by a quick grab for cash, instead of a thought out donor outreach and fundraising program.