Raising funds in hard times

[Guest guest]

From ANIMAL PEOPLE, June 2008:

 

 

Raising funds in hard times

 

Raising money during crises is an area that I have had a

particular interest in since college-not just the impact of the

economy on donations, but also the effects of war, natural

disasters, terrorism and even positive " good feeling " events such

as, for example, the 1969 first human landing on the moon.

Today animal charities are asking, " What impact will the

recession in the United States have on donations? " There is a

prevailing fear that the effects will be considerable. However,

this fear is not well grounded. While recessions have a definite

impact, historically charitable giving, overall, has not declined

during recessions.

Different sectors of donors and potential donors react

differently, and different types of charities are affected

differently.

For example, literally nothing dampens giving to religious

causes. Planned gifts are largely unaffected by such events,

regardless of the type of charity the gifts are directed toward,

because decisions to make such gifts are usually made long before a

crisis occurs. Foundation support has actually quite dramatically

increased during poor economic times. Corporate giving tends to even

out, because giving is tied to profitability, but is usually not

cut back.

Small donors do hold back-but can be effectively persuaded

with the argument that " the animals need our help just as much,

perhaps even more, in difficult times as in good times. " New small

donors are more difficult to acquire but this does not mean one

should not continue prospecting to counterbalance natural file

attrition-it simply means that one should be more vigilant about

costs, by mailing reduced quantities, testing less, or simplifying

packages. Large donors, usually the very wealthy, are not

significantly affected. Changes in tax laws have a far, far greater

impact on these donors.

More than 80% of all charitable giving in the US is by

individuals. Following on this fact, let me quote from one of the

more recent studies: " Since 1968 and measured in constant dollars,

giving has declined in some recession years but increased in others.

The biggest declines tracked the 1973-75 recession, but giving

actually rose in the 1980-82 recession and in the first year of the

1969-70 recession. Further, individual giving has increased every

year in real terms, irrespective of economic times, except in 1987

when dampened by a combination of a stock market collapse and tax

changes. "

The bottom line is we should not be oblivious to the current

economic situation but we should not be overly concerned either. We

should just plan accordingly and understand the historical realities.

The concerns many people have, including me, are real, at

least in terms of personal finance. But frankly, and this has often

caused me to ponder, many non-profits seem to spend more time

dwelling on " reasons " why they don't think they can raise money than

fashioning ways to overcome the perceived obstacles to raising money:

" Everyone's giving to the Hurricane Katrina Fund...everyone's giving

to help tsunami survivors...all the money is being sucked up by the

presidential candidates...the event won't work because so and so is

holding their event that week too...people won't give right now

because they are worried about the war in Iraq, paying their

mortgage and the rising costs of food and gasoline... "

The main reason people don't give is because they aren't asked to give.

--Paul Seigel

Direct Mail Systems

12450 Autombile Blvd.,

Clearwater, FL 33762

<pauls

<www.dmsmails.com/>

 

 

 

Why fundraising mailings often include merchandise

 

 

I like what Humane Society of the U.S. president Wayne

Pacelle writes, but now HSUS is doing something I consider dreadful:

sending gifts and expecting money back.

This just came yesterday: Two 2008 " Members Only " his and

hers watches for support of their 2008 Anti-Cruelty campaign.

Suggested blanks: $150, $225, $300 and Other. I feel like checking

" other " for two cents and telling them how unappealing this kind of

appeal is.

I do UNICEF fundraising at Hallo-ween. When UNICEF began

mailing nickels in appeals, I complained to a friend working there,

and she said that oddly enough these are among their most successful

types of appeal.

So I could be all wrong, but I feel like writing to Wayne

Pacelle and telling him I'm going to deduct money from my annual

contribution. They have a good message without these black digital

watches.

--Ruth Heller

San Rafael, California

 

Editor's note:

 

The new U.S. Postal Service rate structure introduced in May

2008 may discourage the inclusion of unwanted " gift " merchandise in

appeals. Such appeals are reputedly highly profitable if the

merchandise is donated or is purchased very cheaply, but are

believed to bring diminishing returns as the cost of the merchandise

and mailing rise.

The nature of the merchandise mailed also makes a difference.

Calendars remind people to donate. Calculators help them do it.

T-shirts help to promote the image and name recognition value of the

charity. So do coffee mugs. Some other items that have been tried

as premiums don't work as well.

Supplying merchandise for inclusion in appeals has several

times been involved in alleged kickback schemes involving charities.

In view that mailing merchandise tends to raise donors' suspicion

that their money is being misused, charities would do well to

clearly identify the cost of the items they send, and the

cost/income ratios they obtained on similar mailings in the past.

Many fundraisers regard such information as a trade secret,

but in view of the potential for abuse of donor trust inherent in

fundraising for charity, this is a field where the only legitimate

trade secret should be the names and addresses of individual donors

who wish for their privacy to be respected.

 

 

 

 

--

Merritt Clifton

Editor, ANIMAL PEOPLE

P.O. Box 960

Clinton, WA 98236

 

Telephone: 360-579-2505

Fax: 360-579-2575

E-mail: anmlpepl

Web: www.animalpeoplenews.org

 

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