April 23, 2009
Contributions to Big Charities Drop as Groups Struggle to Recruit Donors
Donations to 75 of the nation's largest charities have fallen in the past year, adding to problems caused by a multiyear decline in the number of donors who give in response to direct-mail solicitations, online appeals, and telemarketing, according to a study released last week.
In the past charities could offset the decline in the number of donors because they were succeeding in persuading individuals to give larger sums.
But that trend ended last year: Total contributions
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