“the older generation was glad to give money to a larger foundation (such as United Way or the American Red Cross or Rotary) so that they could give it to a worthy charity so that that worthy charity could purchase a hammer to rehab a house for a low income family; the next generation wanted to give money to the worthy charity directly, this generation wants to hold the hammer”.
Charities need to look for as many opportunities as they can to give donors the opportunity to “hold the hammer”. This can be accomplished in a number of ways:
• Setting up a variety of opportunities for donors and volunteers to be involved “hands on” with your organization
• Sharing personal stories from those you serve to build a connection with donors
• Being transparent in reporting accomplishments to allow donors to evaluate how effective you are
• Being transparent in financial operations to let donors see how you are managing your financial resources
The next several postings will look at each of these in more detail.
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