Zimmerman Lehman : Can We Put September 11 Behind Us?

Can We Put September 11 Behind Us?

I trust that this will be my final column concerning September 11th and its impact on philanthropy. I'm sure that you've received numerous e-mails either:

(a) celebrating the success of local campaigns despite the drain caused by the east coast relief efforts, or (b) telling horror stories of campaigns derailed by those relief efforts.

I will do neither. Suffice it to say that there is voluminous evidence on both sides, and we will not have a quantitative handle on the impact of September 11th on philanthropy until next spring at the earliest. What interests me more is the issue of nonprofit morale in the face of the terrorist attacks and a faltering economy. As some of you know, my first rule of fundraising is: "The biggest problem in fundraising isn't getting people to give; it's getting people to ask."

Even large and sophisticated development shops are exhibiting hesitation about launching campaigns this fall--in what is traditionally the most desirable time of year to raise funds for nonprofits. This hesitation is, I believe, wrong-headed: we should assume that there are charitable dollars out there, and that our donors continue to believe in the value of what we do.

Let me add an important tactical consideration concerning September 11th: woe unto the nonprofit that ignores September 11th in its fundraising pitches! We must anticipate prospective donors' concerns and address them before they are articulated. It stands to reason that donors will wonder whether their charitable dollars should go to the relief effort or to your nonprofit. How about saying something like:

"The relief efforts in New York and Washington are vitally important, and we applaud those men and women who have responded with donations of money and blood. As you know, however, there are also pressing charitable needs closer to home." (Add a couple of sentences about the important work of your organization.)

It might even be appropriate to fashion your nonprofit as a ray of hope in these troubled times:

"In a period of such fear and uncertainty, it is more important than ever that our domestic violence program/homeless shelter/community college continue to offer programs and services that give people reason to hope for a brighter future."

I am not advocating that you crudely "spin" the events of September 11th for your own benefit. I am arguing that the kinds of services we provide do offer a reason to believe.

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