Wednesday, April 8, 2009

Acquiring Charitable Contributions in a Sluggish Economy

With incomes hurting, and bills and responsibilities mounting, both businesses and individuals have less money for their own expenses. This, in turn means that they will have much less money to give to others. These are facts that most nonprofit organizations are wrestling with in this harsh economy. And, unfortunately, one-third of consumers are planning to give less to charity in 2009.

One method to keep contributions coming your way is to use fundraisers with very specific purposes and to communicate these purposes to the public. Sixty percent of people prefer to give "designated gifts" to non profits as opposed to simply giving money to an organization in general. Let the public know that you are raising funds to build a 4H Park, to feed the hungry, or buy new medical equipment for a free clinic. Whatever the purpose of your fundraiser is, make sure it is clear, specific, and worthwhile to potential donors.

Use the internet to your advantage, as well. People who use social networks to follow their favorite charities are commonly the most engaged. The majority of them specifically discuss charitable causes, which usually means good word of mouth for your non profit organization.

Use your listing on to spread the word about your latest fundraising effort to potential business donors in the Hudson Valley.

June Bisel
Partner, BBG&G Advertising and Public Relations

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