October 2001

As a follow-up to our larger survey, we asked individuals who had provided contact information whether their organizations were changing their end-of-the-year fundraising plans as a result of the events of September 11, 2001. Although the majority said, "No," a significant percentage responded, "Yes."

"Yes"

Jennifer Bruckner, development director for Industry Initiatives for Science and Math Education (IISME) in Cupertino, California, reported, "I think we will wait at least a month before sending a Direct Mail letter originally planned for late September 2001."

In North Carolina, the Carolina Theatre of Durham is going forward with its mailing, "but," executive director Stephen A. Martin explained, "the language and tone of the piece have changed. It is much more subdued and focused on community reaction rather than trumpeting accomplishments."

"No"

Even nonprofits that are not changing their fundraising plans are altering their direct-mail pieces: "We will need to revise the letter we planned to send to address the 9/11 attacks," commented an anonymous survey participant. "The only changes we are making in our fundraising by direct mail is in our approach or focus," noted Jeanne Bell, executive director of Inner City Youth Opportunities of Cincinnati, Ohio.

Friends of the Orphans in Tempe, Arizona, is concentrating on its raison d'être. "We must remain focused on our mission to help orphaned and abandoned children in the six countries where we support homes," said director of communications Suzanne M. McCarthy.

Effect on Contribution Levels: Increase

We also asked survey participants how they think the events of September 11 will affect contributions to their organizations. Only two people predicted that giving to their nonprofits will increase. In light of the gratitude people feel toward those who worked in the rescue and recovery efforts, it is not surprising that Jerry T. Limbaugh said that he anticipates that the Broadview Volunteer Fire Department of Winchester, Tennessee, will receive additional contributions.

Friends of the Orphans' Suzanne McCarthy believes that people will respond to the tragedies by supporting nonprofits not directly connected with the efforts in Manhattan, Virginia, and Pennsylvania. "Though it is very difficult to predict," she explained, "our hope is that giving will increase. In general, we believe that the public feels that good must overcome the evil of terrorism and they feel a need to reach out to the children who are our future."

Effect on Contribution Levels: Stay about the Same

Several survey participants said that they expect donations to their organizations to remain at approximately the same levels as in previous years. "We believe that people are intelligent and generous enough to understand that our national tragedy needs to be assisted in addition to the ongoing concerns of the charitable entities that surround them," noted one anonymous respondent.

Joyce Oien, program administrator for Pastors to Prisoners in Chula Vista, California, has been pleasantly surprised. "I thought [contributions] would decrease as people gave to tragedy relief," she commented, "but they have remained constant, along with a few new donors."

Effect on Contribution Levels: Decrease

The majority of people who responded to the follow-up survey, however, predicted that donations to their nonprofits will decrease. "People tend to give 'instead of' rather than 'in addition to,'" posited Stephen Martin of the Carolina Theatre of Durham.

"We are a United Way supported organization," noted one anonymous participant, "and I expect that many people will be designating relief funds to receive their United Way contributions, lessening the discretionary funds. Beyond that, I can't predict."

Another anonymous respondent speculated, "So much local money has been raised to send to N.Y. we think it will effect both direct fundraising efforts and the local United Way campaign on which we rely. Part of the problem is the effect on an already weak economy." A third anonymous participant estimated that donations to his or her organization will be down $2,500 at the end of the year.

Their concern may be justified. "I'm already feeling the impact!" said IISME's Jennifer Bruckner. "Some of our regular corporate sponsors have said they cannot fund projects they had planned on supporting, as all of their contributions money is now going to matching employee donations made to the September 11th Fund."

Alice Collins, development director for Teen Lifeline in Phoenix, Arizona, was optimistic but realistic: "We're hoping this [that contributions will decrease] isn't the case but we need to plan for the worst and hope for the best. Our organization deals with teens who are depressed, suicidal or having trouble dealing with life issues, so we're needed now more than ever!"

In the final analysis, the nonprofits are facing the same uncertainities as people outside the independent sector. As Robert M. Silver, secretary-treasurer of the Horse Protection Association of Florida, put it: "We really do not know."

Suzanne E. Coffman, November 2001
© 2001, Philanthropic Research, Inc.