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GIVING USA—WHAT DOES IT MEAN TO MY ORGANIZATION?
The providers of products and services for the nonprofit world are often approached with questions on how charity leaders can best improve their organizations’ efficiency and effectiveness. In this periodic column, select companies will answer some of these questions and provide commentary that can help nonprofit groups find solutions. As a Giving Institute member and a proud sponsor of Giving USA, Campbell & Company often hears from clients interested in how to assess and apply the findings of the annual study in their own fundraising programs.
What does Giving USA 2008 mean for the nonprofit sector?
Giving USA 2008 delivers positive news for the nonprofit community as a whole, with giving in 2007 surpassing $300 billion for the first time, and growing at a rate of 3.9 percent. It reflects a strong relationship between nonprofit organizations and individual donors that has endured record oil prices, rising rates of foreclosure and overall worries about the economy.
The study also reveals some interesting trends in different areas of the nonprofit sector. Every type of public charity receiving donations saw gains during 2007, showing the strength and appeal of the entire nonprofit sector. Organizations focused on international issues saw growth of 16.1 percent, the largest of any subsector. This growth is in keeping with a dramatic rise in international giving over the past few years. Overall increases in giving were attributed to positive economic indicators, including robust stock market performance during the first half of 2007 and overall growth in the economy. Many nonprofits expressed concern over the current state of the economy, but remained cautiously optimistic that their organizations were equipped to weather any potential recession-related storms.
What does Giving USA 2008 Mean for my fundraising program?
The report makes clear that individual giving remains the mainstay of fundraising and giving, accounting for 74.8 percent of total estimated giving in 2007. This total jumps to 88 percent when accounting for bequest and family foundation giving (an increasingly common occurrence considering the growing number of foundations created by household and individual donors). Small donors (and small foundations) are the basis of annual support, and with proper cultivation may become major donors down the line. A comprehensive development program with strengths in annual, capital and planned giving should provide a pipeline of diverse donors at every stage of capacity and cultivation. This is the foundation for healthy, long-term growth in fundraising.
How can my organization use Giving USA 2008?
In addition to the highlights that will be widely reported, Giving USA 2008 contains a wealth of in-depth data that gives your organization many useful ways to look at the philanthropic market. These help you understand how your organization’s fundraising compares to giving to similar organizations, and how trends in giving at all levels may affect you. Differences between your organization’s fundraising results and results in your sector or nationwide may reflect your unique circumstance, but they may also help you identify ways in which you might improve your program. To learn more about developing strategies for your organization that make the most of today's philanthropic marketplace contact Campbell & Company at 877-957-000 toll free or visit www.campbellcompany.com. To order a copy of Giving USA 2007 visit www.givinginstitute.org.
