By Mal Warwick

Do not panic. evenly, capably (as just a absolutely immersed 30 12 months veteran and thought-leader can be), Mal Warwick examines the downturn and its influence on charitable giving some time past (the unmarried most sensible research i have encountered), then explains what moderate and made up our minds nonprofits can do to counter the sick effects.

Mal explains what to do, why to do it, while to do it, and the way. With the agility of a gymnast, he strikes the reader in the course of the internal workings of the Boston Matrix (which is helping you choose which fundraising actions to chop and which to save lots of) ... to an excellent, quick dialogue of junk mail "creativity" and its down part ... to segmentation ... to stepping up your efforts on-line. i might name this a again to fundamentals ebook, yet i believe that is deceptive. i feel this can be extra a "back to the fundamentals you've got been doing all alongside yet most likely were not, with a ton of recent learn and insights added." Empowering. exciting. Reassuring. critical (i.e., now not for the weak). It joins a line of crucial books through Mal Warwick that experience enlightened (and, now might be, helped keep) numerous nonprofits.

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Additional info for Fundraising When Money Is Tight: A Strategic and Practical Guide to Surviving Tough Times and Thriving in the Future

Example text

However, the path I describe should minimize the short-run damage and maximize the long-term potential for nonprofits that have already achieved a high enough degree of diversification in their development programs that they’re no longer heavily dependent on one or a handful of donors. If that’s not the case for your organization, or if most of your income is derived from government grants or investments, I doubt that my recommendations will be of much use to you. However, if you receive a meaningful share of your income from individual donors, and especially if there is some variety in the means by which you secure support from the public (through major gifts, legacies, and direct marketing techniques such as direct mail, face-to-face, telemarketing, or online fundraising), then my recommendations in this book will be relevant to you.

As I write these words, I sit in a hotel room in Mombasa, Kenya, on the shore of the Indian Ocean, many thousands of miles from the world’s economic centers in New York, London, Frankfurt, and Hong Kong. The impact of the current economic meltdown is less obvious here than it was back home in California, where home foreclosure signs dotted the landscape, but the effects are unmistakable nonetheless. Prices of export commodities are slumping as world trade begins to shrink, and thousands of Kenyan tea and coffee farmers face the likely prospect of destitution for months, and perhaps years, ahead.

The number of charitable foundations was a tiny fraction of the more than 100,000 in the United States today. There were no computers, no Internet, no e-mail. Still, the fact that giving was less sharply hit than the economy as a whole seems relevant. The same pattern has prevailed through every subsequent economic downturn. It appears as though the philanthropic impulse is stimulated, not discouraged, by the widespread evidence of growing need during difficult times. If the fundamental question at hand remains simply whether today’s economic troubles constitute a recession (mild or otherwise) rather than a severe reversal that economists would call a depression, why don’t we just put on our thinking caps, using all the magical devices in the economists’ toolbox, and determine what’s in store for us?

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