Don't give up on fundraising

Our company held a summit not long ago for nonprofit organizations. The purpose was to establish a forum for these organizations to share their best practices and perhaps help them find solutions to some of their challenges - not the least of which is fundraising.

Over and over again, we heard how the economy is negatively affecting giving. But historical data shows that donors continue to give during recessions, and nonprofits can continue to raise funds.

But to do so effectively, they must make a clear, compelling case about their programs and their impact. Research shows that caring people give when the message matters to them.

People don't give just because there's a need; they give when there's a connection, when the message is clear, easy to understand, substantiated and grabs their attention.

Nonprofits have both the need and opportunity to creatively connect with donors and community stakeholders. Just like "for profit" companies, it's their brand and their ability to deliver on their brand promise that will connect them with their donors.