Redmond, WA – Charitable giving is down in 2009, according to The Chronicle of Philanthropy, and nowhere is the crunch for donor dollars more visibly apparent than at Microsoft’s corporate offices. Posters for dozens of competing charities crowd bulletin boards at the software giant’s headquarters as it dedicates the month of October to its employee giving programs, which include corporate matching funds for employee donations to charity organizations. For some 501(c)(3) charities, like Ekal Vidyalaya’s Northwest Chapter, the solution to this year’s donation doldrums is to reinvent its marketing strategy.
“Our traditional focus demographic has always been Indian professionals,”
Ekal is also experimenting with hands-on fundraisers like art workshops and dance workshops. “The events really set us apart,” says volunteer Ganga Narayanan. “We think this is one of the best strategies for getting new donors to make a personal connection with Ekal and to encourage their friends to participate, too.”
Several philanthropy publications estimate that as many as 100,000 non-profits may go out of business due to the recession. But Vinod Gupta feels the downturn may ultimately have a positive impact on Ekal and other non-profits who can weather the downturn: “[The economy] has forced us to become more resourceful and creative, which we think will make us an even more effective organization when the economy improves.”
