Uncharitable Times for Charities : Nonprofit Organizations Need to Remind Residents of Their Deeds, and Needs

It has been all too apparent to charities, and perhaps to the people who benefit from them, that times have been extremely hard of late. Blame it on the recession and the lethargic recovery. Blame it on a succession of natural disasters that have so infringed upon our collective ability to give that donations have been much lower across the board.

Examples abound, such as the plight of the Antelope Valley chapter of the American Red Cross. It is attempting to build a state-of-the-art headquarters, strong enough to withstand an 8.0 magnitude earthquake. The chapter has run out of money for the project and faces many problems in trying to raise enough money to finish it.

Another unfortunate symbol involves the United Way’s North Angeles Region. The chapter has severely trimmed its grants to dozens of worthwhile regional projects, even as it attempts to respond to growing priorities in new areas of need. The reason? United Way officials were faced with a fourth consecutive year of fewer contributions.

Under such circumstances, it makes sense to take note of groups that are managing to swim against this tide. A case in point is the Santa Clarita Valley Boys & Girls Club. Officials there say that they have raised $150,000 in their annual auction, which is the Santa Clarita chapter’s primary fund-raising event. That is the largest sum they have raised at the auction since 1990.

What gives? Perhaps it is explained, in part, by the fact that people in Santa Clarita got to know the Boys & Girls Club there very well in January, when it served as an earthquake shelter for the American Red Cross. When it was time to consider the club’s needs, people remembered its role after the quake, and they dug a little deeper.

Also, Judy Belue, director of development for the club, said that “people in this community believe we can prevent problems and turn some kids around. We had a lot of success stories to share.”

So there may be unique circumstances in this fund-raising success story that would be difficult to duplicate. Still, it’s important to note that the club has done a particularly good job of convincing people that it serves an important role. For children and teen-agers--ages 7 to 17--it is a safe gathering place on weekdays and evenings. It is a place where the children of single parents can get tutoring and attention until those parents are free of their employment obligations.

In business, the time to maintain advertising can be the very time in which money seems to be tight. The same is true for groups that depend on charitable donations. Perhaps now is the time to remind people of the good works that they do.