Sharing the story of your nonprofit is critical work.
Storefronts are often the front line of this work as they blend: revenue generation, outreach, and interpretation.
These stores can be critical funding sources for friends-of-the-park groups, zoos, museums, education travel organizations, nature centers, aquaria, botanical gardens, conservation organizations, cultural museums, and historical sites. The products sold must be meaningful and relevant to support the mission, support fundraising goals, and allow for emotional and intellectual connections. This is done by strengthening park store products through interpretation.
Here are six principles of interpretation developed by Freeman Tilden and re-stated by Larry Beck and Ted Cable in their book, “The Gift of Interpretation.” I’ve mapped their principles to questions for you to ask if a product is appropriate for your audience/store.
To learn more about Interpretation visit the National Association for Interpretation online, www.interpnet.com.
Article originally published June 2014; updated November 2020.