The Children’s Aid Society: The Future of Giving

Though this is a wonderful story, those working on the giving side tend to ask: which side are potential donors most relating to? The humanistic side, empathizing with a child solely on an emotional level? Or, are readers more interested in learning about the non-profit and its role in helping all children?

Donors’ motivations can be a puzzle—or a grey area at best. In addition to how donors will react and use information, Kaplan also raises the question: “How does an organization attract the person who has even an inkling to give—and keep that person engaged” so that he or she does not become another one-time giver? Such questions are important to the future of giving.

People give based on a variety of motivators: their own life experiences; direct mail; a Web site; newspaper, radio or television coverage; or because a friend told them about an organization. In some cases people invite their relatives and friends to charity events.

When asked why CAS succeeds, Kaplan says it’s in large part due to reputation. The Children’s Aid Society, founded in 1853 in New York City, at a time when there were practically no services for the city’s poor and homeless, funds health, education, and social services for poor children. Their nationally recognized programs continue to influence child welfare policy.

Because of their longstanding reputation, CAS is able to hold annual events like Miracle on Madison. They also have a solid core of volunteers that can be a great resource of viral marketing to help spread the word about CAS’s work. Kaplan adds that volunteers must be given meaningful opportunities, too. If you’re out engaging with the public—and not stuffing envelopes—you’re bound to stay committed.

Brand identity is another component of the puzzle. Typically, employees are overstretched, taking on multiple roles, so it’s hard to find time to think about brand identity. Though CAS has tried hiring a few firms, the process can be expensive. More important, to get all the players involved to agree on who CAS is and what should be communicated to the world is not easy. Fundraising, the Board, volunteers, program people, the recipients, and finally, the donors, may all have different perceptions about CAS. Leadership counts, too. The process of fundraising gets re-examined with each new CEO, so continuity is not always possible.