The Commons

Scott Pansky’s story in this week’s Philanthropy Journal makes a strong case for nonprofits to build mindshare as they struggle to raise dollars in an economic recession. Pansky’s point is valid—but it’s not enough.

Last week, we hosted a group of Chicago-area development officers who shared their opinions on the challenges of raising money during a crisis. One director reported that annual giving to her program was down 70 percent. Good will and warm feelings won’t solve her problem. So what will?

I wish our group had an easy answer for her, but the consensus suggested that going back to basics was essential: building a case, connecting with donors (often one-on-one) and helping them understand the long-term and emotional impact of their giving. We’ll be sharing more of the dialog in the coming weeks, so come back for more…. But in the meantime, we’d love to hear about your experience. What’s working for you?

- Sara Stern, Executive Vice President, Creative Services

Tags: charitable giving, economic downturn, nonprofit marketing, resources, trends