A recent article in The Chronicle of Philanthropy (January 6, pp. 6+) documented the growing number of charitable organizations and asks the question, ‘Are 800,000 charities too many to serve society, or not enough?’ Among these 800,000 are a rising number of new organizations including 35,000 religious and more than 30,000 educational organizations formed from 1999-2003. One of the results of the rising tide of charitable aid has been an increase in competition for donations, this competition has forced fund raisers to adopt more aggressive tactics which may discourage individuals from donating to any charitable cause.
A much more serious problem, from the Pew Partnership’s point of view, is that there is a wide discrepancy between the attitudes of those in the nonprofit sector and individuals in their communities. The leadership of nonprofit groups overwhelmingly believes that money is the most effective way to serve their cause while the public places greater emphasis on volunteerism and cooperation to achieve improvement on issues of importance to their community. In a Pew Partnership survey released in May 2003 (What Will It Take?) we asked nonprofit executives and the general public to choose five actions which would do the most to potentially improve life in their communities.
Nonprofit Executives
Increased monetary donations (39%)
Increased volunteering (17%)
Collaboration with business leaders (13%)
Collaboration with government officials (11%)
Greater visibility in the community (11%)
General Public
Increased cooperation in problem-solving (40%)
Increased volunteerism (27%)
Increased voter participation (14%)
Increased donations of food and clothing (11%)
Increased monetary donations to charities (8%)
While the article from the Chronicle importantly points to some emerging problems in the charitable sector it is important to keep in mind that there is a major disconnect between the perceptions of nonprofit executives and the general public. It may be that nonprofits need to do a better job of convincing the public that their mission and priorities are, indeed, the ones that are tested, effective and can only be served through greater donations. But nonprofits need to go beyond operational transparency, they need to actively promote their approach as the best one and be able to make strong, substantive arguments to the general public about why their approach is best suited to a particular problem or community … and prove it.