The Great Insecurity
Are things getting better? It’s hard to tell. Advertising is selling again. TV and radio stations have little to no inventory. Meanwhile, the jobs picture remains bleak and the stock market is sideways at best.
If “The Great Recession” has waned, I suggest that “The Great Insecurity” has begun.
Americans are, quite literally, in the process of settling a steep debt. Household budgets remain tight. Even the unscathed among us now live with a steady trepidation that things could get bad in a hurry. There is that little mess in Greece that keeps lingering. And while household debt is being slowly retired, rising government debt is the source of debate threatening to stall the world’s economy.
Given this backdrop, it’s understandable that charitable giving has taken a beating. Charitable giving requires some “disposable income,” and our current climate has made every household dollar essential. People need to feel secure to give.
As a result, nonprofits need to closely examine messaging. Many are tempted to amp up the cause, the direness of need. This is a mistake. Consumers have cause fatigue, and they tune out what seems beyond their control.
Success lies in a highly distilled message that states in the simplest possible terms why your nonprofit exists. Done well, it should also be positive.
The American Cancer Society’s “Birthdays” campaign hits the perfect note. Sure, star power helps, but the message is the organization’s mission, communicated in the most positive manner possible. It speaks to consumers without the desperation to which so many causes resort.
