Crunching Numbers

In May, the Chronicle of Philanthropy released "Fund Raising 2010: How Big Charities Are Faring in the First Quarter". According to the data, giving to some charities was down 20%, 40% -- as much as 85%.

On the other hand some charities were up by 200% to over 500%.

What gives? Why the broad difference?

Well, from the 30,000 foot view, it looks like the big gains were made by charities delivering international relief. The earthquake in Haiti might figure large in why some charities increased donations so much over a year's time.

Haitian relief was immediate, and very public. And aid remains much needed. Port-au-Prince remains "stuck in limbo," according to a May 29 article in the New York Times. 

But what does your organization -- or your favorite charity -- do that provides immediate and much needed services or programs? While perhaps not as public or dramatic as a catastrophic earthquake or flooding, hundreds of thousands of American charities deliver, on a daily basis food to the unfed, shelter to the homeless, educational opportunities to the underserved, companionship to the unwanted -- the list goes on and on.

It's an unfortunate fact that charities and other non-profits in America share something in common with American business. That is the need for marketing.

What makes your organization stand out? What is the immediate need you address? What are your success stories? What is the picture of need?

These questions (and more) are what you need to be discussing. Answers to the questions will lead to differentiators, which, in turn, help define your brand.

Want some help? Shoot me an email at RGondella@CauseWare.Net.