Key attributes for charity success

On the heels of the recession, our sector is poised for changes. Some of it will be self-initiated and embraced; much will be imposed by realities of new times. Most probably these changes will be reluctantly accepted, if not outright resisted.

In light of shrinking budgets, how can community benefit organizations create difference-making initiatives without simply doling out more money? The answer is IDEAS. Increasingly, we need to look at changing existing practices, changing old habits, challenging persistent mindsets, and using existing budgets better. Continuously, we must ask ourselves: "how can we improve what we have without increasing the dollars we invest?"


The status quo is not sufficient (never was, of course, but it's especially inadequate now). In an ongoing way, we need to measure ourselves against a measuring stick of what success looks like. Well, what does success look like for non profits?
An interesting survey of people in the sector was just released by nfpSynergy, posing that question.

The chart at left shows that more than half of all respondents thought that quality of services, quality of leadership, and strengths of values and vision were important in creating a successful, high-impact charity.

Financial soundness, the ability to work in partnership and the capacity to innovate were also considered important to charity success, with each of these factors selected by more than one third of respondents.

Lowest on the list:

• Modern IT strategy/attitude to digital media


• Strong commitment to diversity


• Internal communications


• Management of brand, image and reputation


• Campaigning and media/PR skills

The perceived importance of working in partnership increased from 30% in a similar 2007 survey to 40% in 2009. This finding may point to the increased difficulty of accessing funding when working independently, in light of the global recession.

Funds, funding, and fundraising really matter. While I suggested above that we need to figure out how to do more with what we've got, the fact remains that making ends meet is still a top challenge for nonprofits, especially those largely dependent on government funds. The sector badly needs and wants to grow other sources of income to make up for government shortfalls. Thus, charities' need for fundraising skill is increasing. More charities need to raise more of their funds themselves; if you can't afford to hire a development capacity, then existing staff need to become more highly skilled to adapt their fundraising to the new environment.

The online survey was conducted by nfpSynergy (a research consultancy dedicated to the nonprofit sector) in November/December 2009. Opportunity to participate was widely promoted, especially through Third Sector Magazine. There were 710 respondents.

How to ask for a gift ....

Here's a video snippet from the HBO show, Entourage. Matt Damon and Bono are featured as they ask Vince (played by Adrian Grenier) to make a gift to their favorite cause (a children's hunger charity).

Now I wouldn't actually suggest you ask the way Matt Damon does here, but there are some lessons embedded in the video.

Among them:

• Total absence of call reluctance (since he believes in his cause, Matt Damon asks everyone!)


• Asking for involvement in addition to monetary support


• Persistence and the importance of follow-up


• Importance of making your own gift first (because donors, even if they don't ask, will KNOW in their gut whether you've done your part)


• Framing the ask amount in relation to capacity and what other leadership donors have given


• Ask as part of a team, in person (see how much more effective the ask gets when LeBron James joins Matt in the ask)


• How to make it past gate-keepers ("He Jason Bourne-d me!")


• Linking back to the cause when making the ask ("it's for the kids!")

Warning: Some crude language here. Click here to watch.

USA TODAY launches online community, "Kindness: New Ways We Give and Volunteer"

We could joke and call it Philanthropy-Light. Or Giving-Digest. But our nation's top-selling newspaper has launched its newest online community, and its theme is charity, good causes, giving, and giving back.

No small audience: the print and online editions of USA TODAY reach more than 5 million a day. Here's how they're positioning the online community:

Kindness is your daily source of inspiration and guide to making a difference in fresh and exciting ways, no matter where you are. Each day, this site will unearth unique stories of giving with exclusive interviews, fresh takes on news stories, plenty of tips, and links to interesting resources. But we're also building a community, and we look forward to hearing from you.

The community can be found here. You can see a lot there, but of course, you have to register and all that to participate in commenting, connecting, blogging, posting in (or creating) forums ... the usual social networking stuff. But it's all under the USA TODAY brand. No doubt there will be an on-going promotion of it. Who knows? Maybe it will become a generalized philanthropy portal for those who are interested, attracting donors and organizations alike.

(USA TODAY also published its third annual philanthropy section in the newspaper, entitled "Sharing in the USA.")