Should Charities Mention Economy in Appeals?

October 14, 2008

Should Charities Mention Economy in Appeals?

Molly Hinchman is facing a question faced by many executive directors of small nonprofit groups these days.

Ms. Hinchman, who runs a small nonprofit mental-health organization, submitted a question for today’s Chronicle live discussion seeking advice on whether charities should mention hard economic times in their fund-raising appeals.

“My conservative and traditional board is reluctant to refer to the economic hard times in our appeal letter. This seems crazy to me,” Ms. Hinchman wrote. “Although I understand that we do not want to sound desperate so that potential donors think they are throwing good money after bad, the truth is we are desperate, unlike many of our sister organizations, and these are times that take a toll on mental health in particular. How can I convince my board that it will be a good move to be honest? Or is it a good move to be honest?”

How is your organization approaching this question? What advice would you offer Ms. Hinchman?

Please click on the comments link below this post to share your thoughts — or to submit your own fund-raising question. And be sure to join us online today or read the transcript, which will be posted as soon as the discussion wraps up.

— Peter Panepento

Comments

We’re mentioning it – because it has a direct impact on our earned-revenue line item.

Since our teacher-development seminars are usually funded by school systems, we anticipate significant drop in the systems’ ability to pay. But, believing that teachers MUST have professional development, we are asking the community to help cover the costs, via donations.

— Kate Lee Oct 14, 10:49 AM #
It is all in how you frame the discussion of the economic situation. I wouldn’t shy away from mentioning it. I might frame that communication as to the importance of those who need mental health counseling are in greater need because the societal economics situation more people are in need of counseling and funding for that counseling is more difficult to find.

I would also reference that this mental health counseling will help turn people’s lives around helping them to be more productive which benefits the community.

— Steve Griffiths Oct 14, 11:15 AM #
I think that, in the case of your particular organization where the impact on those you serve is very directly impacted by recent events, you would be foolish not to be open and direct. Many organizations would be hard pressed to make such a strong case for why increased support is more important now than ever—again given the nature of your important mission.

— Don Fellows, Marts & Lundy, Inc. Oct 14, 02:00 PM #
It should be mentioned but it shouldn’t be the only thing mentioned. It’s not a very good case for why you should be funded if it was the only appeal. Everyone is dealing with this and more than likely everyone will mention this. I can only imagine how many times the foundations will read “in these hard financial times”. Just like before, you need to set your organization apart from the others and determine what it is that makes your appeal more convincing as to why you need to be supported. This may sound competitive, but it’s the fact of the situation that everyone is going through the same thing and its best to set yourself apart from the rest. It makes for a more appealing case.

— J. Solari Oct 15, 10:20 AM #
It seems insensitive NOT to mention the economy. It’s important to remain strongly on message, remind donors of what your organizations needs continue to be, assure them you’re doing your part in being fiscally responsible in using their donations—and then cap it all off with an understanding that these are hard times, indeed.

— James Hogan Oct 15, 11:34 AM #

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Should Charities Mention Economy in Appeals?

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