Non-Profits Look to New Marketing Strategies to Survive and Thrive in Down Economy

Oct. 29, 2009 - PRLog -- 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,” explains Vinod Gupta, “but we feel that we need to do more to attract businesses and non-Indian donors.” Ekal raises money to train teachers and establish single teacher schools in India’s remote tribal areas. To attract new donors, Ekal has diversified its marketing by launching a print and video campaign that is surprisingly sophisticated for an all-volunteer group. Gupta feels that given Ekal’s efficiency (it can train a new teacher and educate an entire village’s children for $365 a year and spends less than 10% of donations on overhead costs), that it will make an attractive charity to new donors.  

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.”

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