Contributors understand how your mission works towards a purpose they identify with — and they’re excited about it!
This excitement is driving them to spend the time needed to submit quality ideas and to explore other ways of contributing or understanding the problem at hand more deeply.
Perfect contributors are heavily invested in your company, emotionally connect with the purpose and care about your success.
You can cast a wide net or be specific but research shows that having a diverse group of contributors makes for more interesting and better solutions. What kind of people you ask depends on what kind of ideas you are looking for too.
Are you looking for radical new product ideas? You could go for both internal teams or external clients. Want to cut costs in the HR department? No need to ask your customers.