Question
The themes in "Made to Stick" are highly relevant to contemporary issues in non-profit fundraising. The book emphasizes the importance of creating "sticky" ideas that are understood, remembered, and have a lasting impact. This is crucial in non-profit fundraising where organizations need to effectively communicate their mission and the impact of donations to potential donors. The case of the Nature Conservatory, as mentioned in the book, is a perfect example of this. They had to shift from a tangible "bucks and acres" approach to a less tangible method of funding protections, which required a compelling, "sticky" message to make donors understand and feel compelled to give.
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The Nature Conservatory is a non-profit organization that raises money to protect vulnerable environments. In 2002, it began facing a challenge of how to make donors really understand what their money was going to and feel compelled to give. Their previous approach – "bucks and acres" – literally allowed donors to purchase acres of land outright, and therefore guarantee its preservation. As the Nature Conservatory struggled to protect more land, they realized that they couldn't buy it all and instead needed to fund certain protections against it. This was much less tangible for donors.
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