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effective fundraisers know their audience

By Diogenes (articles ) | Jul 27, 2007

"Segmentation"-- that's the buzz-word in fundraising these days. You've got to know which audience you're addressing, and then know how to push the right buttons. If you're looking for support for a gun-control organization, better steer clear of deer-hunting territory. And if you want to support the social teaching of the Catholic Church, then...

Here: Let's try a practical example:

The Bay Area Reporter ("serving the gay, lesbian, bisexual, and transgender communities since 1971) had a nice positive piece about a fundraiser for Catholic Charities in San Francisco. But the piece did include a disclaimer, noting that Catholic Charities:

...operates as an independent nonprofit organization, and neither receives funding from nor contributes funds to the Archdiocese of San Francisco or the Catholic Church.

All funds raised at this wonderful event, the Bay Area Reporter assured its readers, "go directly to the agency's HIV/AIDS programs." So donors could rest easy; their money wouldn't be used to advance Catholicism or some icky thing like that.

Good fundraisers for charitable groups know that they'll bolster confidence in their target audience if they include a few positive news stories about their work. So it would make sense-- wouldn't it?-- for the San Francisco office of Catholic Charities to inform potential donors about how much confidence the Bay Area Reporter had in their work. And especially to tell them why.

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Show 3 Comments? (Hidden)Hide Comments
  • Posted by: - Jul. 28, 2007 7:57 AM ET USA

    "Catholics Charities" has ceased being a Catholic Charity. It is a whore painted up as a respectable woman.

  • Posted by: - Jul. 27, 2007 10:31 PM ET USA

    Some of us quit giving to Catholic Charities back when Archbishop Levada, the chairman of its board, arranged to comply with the then-new San Francisco ordinance that required that all city contractors provide the same benefits to "domestic partners" of their employees that they provide to married couples. Levada decreed that CC would provide full benefits to anybody living with a Charities employee---parent, child, niece, uncle---or live-in lover no matter what sex.

  • Posted by: - Jul. 27, 2007 8:18 PM ET USA

    Go to their website. Unless I looked at the wrong one, under the alpabetical list of charities they support I found NAF (that would be National Abortion Foundation). I stopped looking at that point.

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