Turn ‘Worst of Times’ into ‘Best of Times’

Replace the phone-a-thon with a
thank-a-thon, and other ideas

Charles Dickens wrote, as he began his classic A Tale of Two Cities, “It was the best of times, it was the worst of times.” If you are like me, you are searching mightily for the “best of times” part.

The worst part is clear; we are living it every day. It’s well-known that charitable giving is a lagged variable in any economic recovery. But that knowledge neither eases the stress, nor lessens the pain of having fewer resources to support the programs and services clients and communities depend upon.

Donors and supporters are suffering from tremendous anxiety due to uncertainty. The market seems to be up as of this writing, in late April. Yet, any enthusiasm is tempered by fear that this may be a “double dip” recession, where the economy has a short period of growth, only to quickly fall back into recession. Many donors are waiting for the second dip.

Add to this the very real and daunting problems related to state government fiscal crises. The result is a proverbial pressure cooker for the executive leaders and boards members of nonprofit human service organizations.

What is there to do? The answer is this: be grateful.

Thank those who are fueling the organization, supporting its mission, and believing in the difference the organization makes. Maureen West wrote a beautiful piece in the April 8 edition of The Chronicle of Philanthropy that recommends a position of gratitude. I could not agree with her more.

In fact, at my organization, Alliance for Children and Families member Children’s Aid and Family Services, Paramus, N.J., we have cancelled our annual phone-a-thon and have scheduled a thank-a-thon instead. Rather than calling past donors for gifts, our callers will contact current supporters to say thank you and to let them know the difference they are making.

West makes clear in her article, and I agree, that a position of gratitude is more powerful and effective in this economic environment than any solicitation strategy. It seems counterintuitive, but the idea she puts forth is actually quite insightful. 

Focus on Current Supporters

In the current environment of economic uncertainty, it is exceedingly difficult to acquire new donors. What can be done? To start, focus on current supporters. Invest in them, share the organization’s successes with them, and let them know the impact the organization is able to make because of their gifts. In short, let them know the real difference they are making in others’ lives.

In doing so, you are inviting them into the organization’s dream of making a difference in the community. This is the best strategy for tough times.

In a word, the key to tough times is stewardship. Organizations must pay attention to current supporters. They should consider tailoring appeals to the specific interests or concerns of supporters, thereby raising extra dollars due to renewed interest.

Organizations also should focus on engaging current donors in the outcomes associated with the work of the agency. Fundraising during a recession is not only about looking toward the future, but also about taking stock in the present.

Finding New Supporters

Even though finding new supporters in this economic environment is difficult, it’s not impossible. The research is clear that, even in tough times, people of significant means are willing to consider a new charity if it is endorsed by someone they respect. The relationship is the key, and trust is the important variable.

There is great power in friendraisers, which allow the organization to introduce its work through the experience of a current supporter, such as a board member or volunteer. Some parameters and guidelines to keep in mind when planning a friendraiser are outlined in the sidebar on this page.

It certainly will take time for the nonprofit human service sector to feel like the “worst of times” are in the past. When “the best of times” finally do emerge, those organizations that have been persistently gracious will have the strongest chances for success.

Bob Jones is chair of the Alliance’s Resource Development Services Advisory Committee. He is president and CEO of Alliance member Children’s Aid and Family Services, Paramus, N.J., and a former member of the Alliance Board of Directors.

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