Nonprofits Go on the Offensive

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If you check your inbox or mailbox today, there’s a good chance one of them contains an appeal from a nonprofit agency.

It could be a newsletter containing information about new programs, or a request to contribute toward a donor-match program. Or it could simply be a profile of someone whose life was improved because of the financial support of people like you.

This is because now more than ever, nonprofits need to focus on marketing and outreach. If your own company is going through difficult financial times, your sales force is the last place you look for savings. Cutting your sales department would be mortgaging your future. The same thing applies to non profits. The last place we reduce spending is in the areas that help us add to our coffers: public relations, donor communications, and marketing.

Like most charities, The Children's Aid Society needs to make every effort to keep our supporters up to date on our activities and impact. That means we need to......

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C. Warren Moses, Former CEO