Geography Matters and Is Personal

Posted on August 7, 2009. Filed under: 1 |

On Katya’s Non-Profit Marketing Blog she has a post about
“The albino squirrel and the investor: aka the problem with donors”
The link is here:

http://www.nonprofitmarketingblog.com/

Geography Matters and Is Personal

That’s the concept that seems to be missing from these discussions about “high impact philanthropy” as if there is a “rational market based philanthropy fund” into which any willing donor pours their money, and they get back the “most improved” community. Sounds great, but the only problem is that it doesn’t exist.

One element is just as you described, the personal element, and a component of that is geography. There are probably albino squirrels in Oregon, but you don’t care about them, you care about the one on your block. Why? Because that’s where you live, or it’s a place that you have an association with and care about. It’s this personal connection aspect that seems to be missing from the discussions about “high impact” philanthropy.

Obviously in a given area, if there are two non-profits with similar missions, the one that does a better job will hopefully attract more support. But what if that’s not the case, what if the donor’s decision is about supporting a non-profit in Anacostia (low income section of Washington, D.C.) or picking a random county from the “100 poorest counties in the US” list? My prediction is that most donors will choose to give to the non-profit located in the area that they have a connection to, wherever that may be.

Regards,
Bill Huddleston
http://www.cfcfundraising.com

P.S. CFC = Combined Federal Campaign, CFC donors are multi-year donors, and if the CFC were a foundation, it would be the 10th largest foundation in the US.

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    Fundraising and Leadership Development through workplace giving, CFC = Combined Federal Campaign

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