Fundraising strategies for challenging times

Article icon

Abstract

In the aftermath of a major crisis, such as the attacks of September 11, charitable organizations face the awkward challenge of seeking funds from donors who may have reconsidered their financial priorities. Practical recommendations for fundraisers have been collected by The Association of Fundraising Professionals and are published in the Fall/Winter 2001 edition of "Common Ground," a publication of the Texas Commission on Volunteerism and Community Service. Suggestions offered range from using permission questions when talking with donors to involving major donors in discussions of organizational mission.

Back to top

Issue

The attacks of September 11 brought the United States together in a unified spirit of giving as Americans across the country generously donated money to the various special funds set up for victims and their families. After several weeks, however, many other charities began to feel adverse effects from the record breaking fundraising efforts channeled to New York and Washington, D.C.

Back to top

Action

Practical recommendations for fundraisers have been collected by The Association of Fundraising Professionals and are published in the Fall/Winter 2001 edition of "Common Ground," a publication of the Texas Commission on Volunteerism and Community Service.

  • James Hopkins, CFRE, New York Landmarks Conservancy
    • Examine and reaffirm your organization's mission. "Just as all of us have paused to examine our own lives, we must ensure our organizations engage in this same self-examination," says Hopkins. "The question before us is not how to spin our missions in the context of tragedy, but rather how to reaffirm the validity of our missions in the present environment."
  • Robert Pierpont, CFRE, Pierpont & Wilkerson
    • Recognize and acknowledge that some of your donor' priorities or abilities to give may have shifted and will affect your charity. "We recommend using permission questions in talking with donors, e.g., 'Is this a good time to discuss the charity's building plans?'" says Pierpont. "This lets the donor decide how to proceed and allows for delay until the market recovers or action now, if appropriate, or a variety of other outcomes without conveying pressure or seeming to be insensitive to the September 11 tragedy."
  • Susan Ritchay, The Copley Society of Boston
    • Some charitable areas, such as the arts, education, and cultural charities, need to continue to make the case that arts and education make the world a better place. "Long after the battles and destruction, the arts remain," says Ritchay. Approach your corporate donors with a special programming opportunity.
  • Yezdyar Kaoosji, Friends of the Indian School of Business Foundation
    Involve major donors in discussions about your organization's priorities, and document what services will be curtailed following funding decreases. If donors are shown how important their funds are for sustaining the ongoing programs and mission of your organization, they will better understand the direct impact of a reduction in their gifts to your charity, notes Kaoosji.

    •  

     

    Back to top

    Context

    As reported in the Fall/Winter 2001 edition of "Common Ground," a publication of the Texas Commission on Volunteerism and Community Service, by the Association for Fundraising Professionals at http://www.nsfre.org."The convergence of three factors — the terrorist attacks, a shaky economy, and rising needs — has made this a precarious time for charities as they work to serve their communities," said Sara E. Melendez, president and CEO, Independent Sector. "However, the results of this poll indicate that most Americans are thinking of their giving to September 11 charities as over and above their normal giving."
    • Seventy-three percent of Americans who made charitable gifts in response to the September 11 terrorist attacks say they'll continue to give as much or more than they usually give to other charities, according to an Independent Sector poll released October 23, 2001.
    • Twenty-six percent of September 11 donors say they will not give as much as they usually do or they won't give any more at all.
    • Overall, 70 percent of Americans reported charitable involvement in some way: 58 percent gave money to charities in response to the terrorist attacks in the four weeks after; 13 percent gave blood; and 11 percent gave time.
    • A higher percentage of donors aged 18 to 24, who gave in response to September 11, say they plan to give more (29 percent compared to 14 percent for all age groups). In addition, 16 percent of this group of donors had not given to any charitable cause in the previous year.
    • In their response to September 11, Americans responded to very personal appeals, such as workplace appeals (39 percent), appeals from religious organizations (32 percent), and in-person solicitations (23 percent).
    • The most common channel for donations was through the mail (23 percent), followed by telephone (nine percent).
    • Five percent of donors gave over the Internet. For eight out of ten of these donors, it was the first time they used the Web to make a donation.

    Back to top

    Citation

    Texas Commission on Volunteerism and Community Service. "Charities Face Challenges Post September 11." Common Ground 8, no. 2 (2001): 8.

    Independent Sector. "Giving After September 11, " may be downloaded at http://www.independentsector.org/. 

    Back to top

    Posted On

    January 8, 2002

    Back to top

    Related Practices

    Back to top

    Related sites

    Texas Commission on Volunteerism and Community Service

    Association of Fundraising Professionals

    Independent Sector

    Topic Areas

    Back to top