Giving to "branded" non-profits

How many of you give to charities or non-profits because you have heard of them? Why? Do you feel that a charity that has been around for a while is a better charity to support? Do you think that there must be greater accountability in a charity that you know?

If you decide to give money to a different charity this year, do you decide to give to one just because you have heard of it over the years and have seen photos and heard anecdotal stories of people who have been helped at that place? If you do, then chances are you are making charitable decisions based upon branding, not actual client results. You are supporting a long-time brand just because it has been an "institution" within your community. The charity may be very good and doing exactly what they say they are doing, and they are as efficient as one could hope, but do you know that?

Donors still tend to give to those organizations that have been around for a while, which I understand, but this sector needs innovation as well. If donors don't ask for results, then agencies don't feel they have to run their agencies for greater client success. They just make sure they are financially solvent each year because that has typically been the measure of success.

However, many donors complain to me that their favourite charities keep sending them more requests per year and keep asking for an increase from the previous year. I ask them if they ask for results. Almost all of them do not. They can't be bothered and yet, if they did, they might find that their attitude changes. If they see the results, they might be encouraged to give more. If they don't, then they should change charities, but most will not. Their charitable choices have become institutionalized, and it is hard to make them budge, even through scandals. Great news for those agencies that don't care about accountability, but not so great for those that do.

There is no problem with giving to what you know, but why not ask for more information so that you can feel comfortable that the charity is worth your trust. Many new organizations are not well-known and consequently fight to be recognized. In many cases, they are also more results-oriented and will show you their results in order to build a relationship with you. If they provide results, why not give them a chance? They may be making significant changes within their field of expertise.

My suggestion would be to start asking for results from any charity. Let the charity work a little harder at showing you their efficiency and also their client success.

Something to think about...

Labels: branding, donors, individual giving, results

posted by Brenda Northey @ 7:08 AM