Guaranteeing a steady – if not a growing – stream of revenue is an essential component of any successful not-for-profit. And while not-for-profits cultivate gifts from corporations, foundations and governmental bodies, many also rely heavily on the generosity of scores of individual donors. Reaching these donors, however, provides both a challenge and an opportunity.
The challenge includes identifying potential donors and communicating how their dollars will impact an organization’s mission. The more efficient the identification process and the more clear and compelling the communication, the greater the likelihood of raising funds. The opportunity lies in the sheer number of individuals who give and the power of their money in aggregate. In 2005, Americans gave more than $260 billion to charity, according to the Giving USA Foundation.
GMHC – also known as Gay Men’s Health Crisis – is the nationally-recognized AIDS service organization founded 25 years ago by five gay men in response to the unfolding epidemic first called GRID (gay-related immune deficiency), then later AIDS. And while GMHC continues to serve gay men, it also supports diverse populations, including many heterosexual women, reflecting how the landscape of the epidemic has changed in the U.S.
How does an organization with a heritage of serving gay men communicate to a wide audience of donors, especially as HIV/AIDS becomes more prevalent among heterosexuals and people of color? And how does it continue to keep donors motivated 25 years after AIDS first presented and in the face of competition from many other worthwhile causes? For answers to these and other questions, check out my podcast with Marjorie J. Hill, Ph.D., GMHC’s chief executive officer.
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Thanks for the wonderful interview for Mr.Hill