“I’m my favorite charity,” is the response many non-profit agencies are hearing since the economy has slowed. “Charity begins at home.” Potential and current donors are now faced with job insecurity because of downsizing, layoffs and forced early retirements. In addition, families have fewer discretionary dollars due to the higher cost of employee benefits, coupled with salary growth that has not kept pace with inflation. How are charitable organizations overcoming these objections so they can continue serving Nevada’s needs? We spoke with some of the leaders in this field and found tremendous innovation and creativity.
As Garth Winckler, president of United Way of Southern Nevada (UWSN), stated, ” Let’s not let our capacity to grow exceed our capacity to care.” With a population base of 1.4 million in the Las Vegas area and only 90,000 donors contributing to United Way, a tremendous untapped donor market remains. The bottom line is, it takes money to show how much UWSN cares through the funding of its 150 local programs. Therefore, new ideas and methods must be researched and implemented to combat the slowdown in the national economy.
“UWSN’s advertising is focused on letting the public know we’re here, who we are and what we do,” said Winckler. The organization has also added events to its fundraising programs to help build relationships with current and potential donors, as well as with the growing Southern Nevada population.
In addition, it has developed Servicelink, an online directory of 1,500 human service programs. Not only is it a handy list of non-profit organizations for those considering contributions, but it is also a source of help for area citizens in need. Servicelink can be reached on the Web at https://uwaysn.communityos.org.
According to Francine Harr, marketing and communications manager of United Way of Northern Nevada and the Sierra (UWNNS), her organization has addressed the “branding” issue. In other words, research shows the public has limited understanding of United Way’s identity and value. With competition for charitable dollars becoming tighter, UWNNS is focusing on conveying clarity of purpose to its potential donors.
UWNNS has also developed the Management Support Center to aid and protect non-profit organizations in the Truckee Meadows and Lake Tahoe communities. Free training is available to all agencies and individuals in the non-profit sector to assist them in developing more professionalism, efficiency and quality. This is accomplished through workshops, one-on-one support or in-house training for agency staff, volunteers and boards. A resource library is also available to anyone affiliated with the non-profit sector, and a database can be accessed by those wishing to apply for grants. In addition, UWNNS has also made CommunityLink available to the public. It is an online directory of human services that can be reached at https://uwayreno.communityos.org.
Since the workplace has changed dramatically in recent years, with employees moving quickly from job to job, it has become more difficult for United Way to maintain contact with work-related donors, said Harr. UWNNS has met that challenge with software to track individual donors from employer to employer.
“Due to the focus of our fundraising program in Southern Nevada,” stated Winckler, “United Way has been more impacted by workplace changes than other charities.” That is why the Southern Nevada office has implemented a program with some of the hotels to introduce workers to United Way during their new-employee orientation. Winckler is also focusing on expanding UWSN’s Leadership Giving Program, which already has 1,100 donors. This program focuses on reaching and maintaining donors who give a minimum of $1,000.
Charles Desiderio, director of development and marketing for the Salvation Army in Las Vegas, said his organization’s biggest challenge is educating the public regarding the many programs and services it provides. Since most of its contributions are received from private individuals, Desiderio feels his organization can best increase its donated revenue by informing the public of the valuable contribution the Salvation Army makes to the community. For instance, he said, it operates one of the largest and best programs in the country for the mentally challenged. Depending upon the level of mental ability, there are three programs available, offering everything from outpatient care to live-in facilities and education.
In addition, the Salvation Army operates a nationally-acclaimed adult rehabilitation program for substance abuse, as well as gambling addiction. The facility at 211 Judson Street provides live-in accommodations for 100 people, who reside there for six months while they rebuild their lives. A graduation ceremony is held every two months to recognize individuals who have completed the rigorous program of personal growth. “Last year, the Salvation Army rehabilitation program returned 600 clean, sober and productive citizens to the Las Vegas community,” said Desiderio. He estimates it costs approximately $30,000 per person to restore these individuals to productive citizens. A sign at the Judson Street facility reads, “Nobody will be denied treatment for lack of funds.”
In addition, the Salvation Army’s dining room on Owens Avenue annually feeds nearly 400,000 people, and its family service program distributed over 7,000 boxes of food last year. Needless to say, these programs keep Desiderio busy finding and developing sources of funding, primarily through his presentations to clubs and professional organizations.
Another well-known organization, Opportunity Village, has provided services to Las Vegas citizens with mental retardation and related disabilities for nearly half a century. This institution has weathered economic storms through its own productive endeavors, funding 80 percent of its $11 million dollar annual budget through local fundraising efforts. According to Linda Smith, resource development director of Opportunity Village, “We find that when one aspect of our fundraising market is soft, we can often make up for it in another area.” For instance, the organization recently opened its third and fourth Opportunity Village Thrift Stores, one of which is dedicated solely to the sale of used furniture. With three out of every four employees at the Thrift Stores having a disability, Opportunity Village is able to provide gainful employment for its clients, while providing donors tax incentives and offering customers good buys on a variety of merchandise. Opportunity Village was recently awarded a $3 million contract with Nellis Air Force Base to provide attendants in the commissary. This, along with other local and national contracts, helps fund its programs, as well as providing paychecks for its clients.
The signature event for Opportunity Village, the Magical Forest, has become a family holiday tradition for many of the 190,000 visitors who visit the wonderland of Christmas displays each year. Opportunity Village makes every effort to secure local and national television coverage for the event, offering contributors a level of exposure not found elsewhere. Supporters are publicly recognized for their generosity in a number of ways, including media exposure, event signage and the Opportunity Village newsletter.
The Service Corps of Retired Executives (SCORE) is working with the non-profit sector on the business aspect of fundraising. SCORE is a non-profit organization dedicated to the formation, growth and success of small business, whether in the for-profit or non-profit sector. By assisting charitable organizations in the development of business plans, SCORE enables these non-profits to utilize and direct contributions more efficiently.
Nevadans can feel confident the state’s charitable organizations are meeting economic challenges with more determination and viability than ever. The non-profit sector appears to have successfully implemented a variety of methods to reach philanthropic individuals, and there are plenty of them. In spite of the ever-fluctuating economy, most folks are still willing to help out a neighbor.