Last week there were two very different news indicators of philanthropic potential. The national media headlines focused on unemployment rising to 10.2%, after an unexpectedly large jump in layoffs in October.
Meanwhile, the world of philanthropy noted the announcement of two $100 million gift commitments. The number of seven-, eight- and now nine-figure gifts is starting to rise.
These two stories--a weak economy and a return of large gifts--are part of the pattern we have been suggesting will happen this fall and winter. For 2010 we continue to see challenges for grassroots fundraising as the unemployment rate rises and Americans remain cautious about their economic situation.
However, the recovery is already showing a return of lost wealth. Despite discouraging unemployment news and the awful news of the Fort Hood tragedy, the Dow Jones is over 10,000. Businesses are exceeding profit projections.
Consequently, we believe that now is the time to reinvigorate major and planned giving programs.
Gender and the Recession
While the recession has affected all segments of the job market, minorities and males have taken the brunt of the job cuts. In this recession more men than women have been laid off. Male unemployment has been over 10% for many months now.
Women are starting to make as much as men, especially in the third and fourth tier cities. An unprecedented number of women are now the primary family breadwinner.
For the first time in history the number of working women is virtually equal to the number of working men. While no one would claim the end of discrimination, at the highest levels of corporate America women are making significant strides:
Source: The 1997 and 2007 Catalyst Census of women corporate officers of top earners; US Census bureau.From 1997 to 2007 the composition of lawyers in the United States grew from 25% to 30% women, physicians from 22% to 29%, faculty from 32% to 39% and the military from 12% to 14%.
For 20 years the world of development has talked about women and philanthropy, but most boards and councils remain overwhelmingly male. Too many programs begin with the male donor in mind. The best programs will focus on women as well as men in designing their strategies and enlisting supporters.
Timelines for SuccessThe recession, which has impacted all Americans, is now officially ending, but the recovery appears to be slow and joblessness is not expected to peak for many months. Debate continues whether many of the male dominated industries will ever recover jobs to levels of a decade ago.
However, there are steps to take now to improve results coming out of the recession.
Steps for 20101. Get Annual Giving Right. While it appears as if broad based appeals will be more difficult as the jobless recovery continues, the lesson for everyone is to do a better job of the basics of annual giving. In January we will launch a series of advisories about annual giving. Is your program recognizing the importance of women donors? Have you established new retention efforts so that donors stick with you during a time of uncertainty? Have you adopted new technologies and media?
2. Invest in Major Gifts Again. In 2008 we talked about the need for development programs to prepare for budget trimming; now is the time to make the case for a larger investment in development. Major gifts take months, often years, to close. Therefore, beginning now will put you in a great position as wealth grows in the year ahead.
3. Reactivate Campaigns. The past 18 months have been difficult for campaigns. Many institutions have put off new initiatives. Now is the time to push the long term agendas and take advantage of the bull market. Waiting a couple years to restart efforts runs the risk of missing much of the bull market. Starting, or restarting, campaigns takes time and extra work, so starting now allows you to be ready for success in 2010.
4. New Prospecting. Economic upheaval requires exploring new segments as potential major donors. As you look at your donor portfolios, are women represented as key donors and breadwinners? Have you discovered the new entrepreneurs whose vision during difficult times is creating a new generation of wealth and philanthropists?
5. Incorporate Predictive Analytics. Organizations we've guided with analytics strategies have the tools to identify the best sources for unrestricted giving and prospects with economic resiliency. From building these capacities within your organization to entrusting
BWF with this analysis, you can focus your efforts where you will be the most effective.
Labels: 2010 planning, major gifts, recession, women