Not since the Great Depression has our nation experienced such a wide distribution of need throughout all socio-economic levels. Millions of Americans--many through no fault of their own--are losing their jobs, homes, healthcare and more. Many have never before had to ask for help from anyone.
But, during this recession, nonprofits are seeing a change in the demographics of those seeking their help.
Community Development Corporations (CDCs) are reporting that people who once drove up with their families in BMWs and Audis to volunteer for neighborhood clean-up days are now knocking on the doors of these very same nonprofit CDCs to seek assistance with mortgage workouts or foreclosure proceedings.
Nonprofit-run thrift stores are finding more "upscale" shoppers purchasing their used goods; and former donors, instead of donating to thrifts, are now selling their used items on eBay or at yard sales to earn extra cash.
From housing to food banks to health care, the story is the same.
What does this mean for nonprofits accustomed to serving predominantly low- and moderate-income people? Quite a bit, actually.
Given this shift in demographic need, here are a few things to consider:
Change your messaging
If your mission statement and external messaging focus exclusively on serving low- and moderate income people, you may want to consider revisiting both.
Aggressively promote your expanded mission
If you decide to expand your mission to include this new demographic of people in need, reach into your community, including your civic organizations, PTAs, churches and local media. Aggressively promote the fact that your organization understands, and is ready to serve, any one in need.
Sensitize your staff
People who have never had to ask for help before are often embarrassed or inhibited to do so. Encourage your staff to make everyone they serve feel welcome and deserving of help. When parents are embarrassed to ask for assistance, it’s usually their children who suffer the most.
Don’t abandon your original mission
Low- and moderate-income families need your support more than ever.
Expand your referral list
If you can’t help someone, be sure to have an extensive referral list of other organizations that may be able to lend them assistance.
Bend but don’t break
Many nonprofits are already stretched thin by the recession. Despite the need to help more people, your primary goal is to remain solvent so you can continue to keep your doors open and your mission alive.
As a consultant, who specializes in branding, I can assure you that by helping someone out of a jam during these critical times you and your organization will be favorably remembered by them long into the future.
Larry Checco
© 2009
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