The tsunami. Katrina. Darfur. 9/11. Doctors Without Borders. All brought to the forefront disasters on a local and global scale and opened up the conversation about charitable giving. In an environment of so much need, how will non-profits adapt?
At The Children’s Aid Society (CAS), the biggest challenge they face is keeping donors engaged. According to Alison Kaplan, Manager of Annual Giving, “We are always struggling with how to differentiate ourselves.” How well CAS communicates their message among themselves and to donors (and potential donors) becomes nearly as important as the work they do.
Every time they create a letter for a potential or current donor, there is a lot at play. The old Protestant concept of “work hard and you shall be rewarded” may not be enough anymore. There are many potential causes that donors may be interested in, so marketing has become more complex. Simply telling donors what CAS has accomplished does not always work. Like most non-profits, their donor retention rate could be better.
CAS, like many non-profits, focuses on marketing, brand identity, and raising awareness to attract—and keep—donors. CAS is increasingly moving toward a more donor-centered approach, focusing on a donor’s involvement, support, and interests. CAS feels it’s a smart way to engage people—and keep them engaged. But as it turns out, this is not as straightforward as it seems and raises more questions than it answers.
Putting your finger on the pulse of all donors is an important but complicated process. “What makes one person tick is different than another,” says Kaplan. The New York Times Neediest Cases Fund is such an example.
The Times partners with CAS as well as other non-profits to highlight stories of poor children and their families in desperate need of financial assistance. One Times reader was particularly moved by the story of a young, troubled boy who had faced numerous obstacles in his life. The boy reminded her of her own son, who eventually got the help he needed and grew up to be a well adjusted adult—mostly because he had advantages that the other boy lacked. So affected by the story, the woman presented a check for $5,000 to CAS.
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