Is Money or Time More Important for Nonprofits?

Our New Mexico Business Weekly newspaper recently conducted a nonscientific poll for business people asking whether they preferred to receive money or recognition for their hard work. An overwhelming majority said that money was more important. It made me wonder if the same was true when nonprofits partner with a for-profit company.

Do nonprofits value the financial contribution or the contribution of time more?

I probably seem like an idealist, but I subscribe to the theory that time is more valuable. We live in such a materialistic world that I am always impressed when someone takes the time to help a cause versus just writing a check.

When you see large companies like AT&T or Yoplait give money to an organization, it gives you that warm and fuzzy feeling. The bigger the dollars, the more "good feelings" you have toward the company. Is that really so impressive since it's a tax deduction? When a company gives of their time, it doesn't seem to be publicized as much. Maybe that's because it's not really valued in our society?

We have been doing a service grant since early 2006 where we give away Web development services. Sometimes recipients haven't been quick to jump in and get started on the project. Or, the project will drag a bit toward the middle. I'm sure we would see a different response if we were giving away money.

You really can't blame them for that response. Since we complete work remotely, it's hard for grant recipients to see exactly what it takes to make a final product. The money-time dilemma would show a different result for work that you can see in action (like a corporation volunteering to build homes for Habitat for Humanity).

I'm curious to hear what others have experienced when giving time and expertise instead of money.