Our features during July 2023 will focus on what nonprofits should be doing to raise awareness about what they do in their communities. Visit our website to find a list of resources to support your marketing initiatives.

It’s no surprise that nonprofit organizations have struggled to gain the same brand recognition as their for-profit counterparts. With marketing budgets that traditionally far exceed those of nonprofits, many B2B and B2C companies are able to invest in marketing teams and strategies to elevate their brands.

But it wasn’t until the IU Lilly Family School of Philanthropy released a recent report did many industry leaders fully understand the impact of that investment gap, said Dr. Bill Stanczykiewicz, senior assistant dean of external relations and director of The Fund Raising School.

The report, What Americans Think About Philanthropy and Nonprofits, revealed several surprising findings, which the Not-for-profit News highlighted in the article “Do Nonprofits Have an Image Problem?” They included a general lack of understanding of what defines a nonprofit.

But most surprising, Stanczykiewicz said, was that only 5 percent of survey respondents said that they or someone in their immediate family has been helped by a nonprofit organization. “That caught the attention of all of us quite quickly,” he said. “There are many different ways to think about that data.”

Stanczykiewicz made a comparison of referees who are making good calls during a game. In most cases, fans don’t really pay attention to them. “Nonprofits can be so effective in doing their jobs that we don’t know what life would be without them,” he added. “We don’t always realize their impact.”

Another factor is that the nonprofit sector hasn’t traditionally done a great job of educating the community about the sector. “When people think of receiving services, they may think, ‘Well, I’ve never gone to a food pantry or received direct help from a medical clinic,” he said.

“It raises the point that nonprofits have work to do to communicate that there’s so much more that the philanthropic sector does than provide services,” Stanczykiewicz added.

Stanczykiewicz said nonprofits can consider numerous pathways to elevating their message and educating the public about the work they do — starting with encouraging their board members to lead the work.

We saw amazing generosity in 2020 and 2021, as donors stepped up to assist with growing needs related to a global pandemic and economic crisis and recovery, as well as support for social justice efforts.

Following these record-breaking years, 2022 saw a decline in charitable giving. Declines in total giving are relatively rare, occurring just three times in the last 40 years: 1987, 2008, and 2009. That said, donors supported charitable causes with nearly a half trillion dollars in 2022.

Giving USA Foundation has released annual estimates of charitable giving for 2022, showing a decline in giving, with $499.33 billion total. After two years of record-breaking generosity, Giving USA 2023: The Annual Report on Philanthropy for 2022 reports a decrease of 3.4 percent in current dollars —10.4 percent adjusted for inflation, from a revised total $516.65 billion in 2021.

Key factors that influenced giving significantly were stock market volatility and economic uncertainty, causing donors to make difficult decisions about their giving.

The following key trends in giving by sources were notable in 2022:

Compared to 2021, individual giving was down 6.4%, at $319.04 billion — 13.4 percent when adjusting for inflation. Individuals are still the largest source of giving at 64 percent, though that percentage of total giving has been decreasing since 2017 (70 percent). Following two record years affected by pandemic-related giving, 2022 donors were impacted by a decline in disposable personal income and an 8 percent inflation rate—the highest in 40 years. Notably, individual giving as a percentage of disposable personal income was 1.7 percent in 2022, tying the lowest level recorded by GUSA, in 1995.For many, disposable personal income is linked to household income, which can determine how much is given philanthropically.

The Efroymson Family Fund has granted a $15,000 to Brooke's Place for Grieving Young People, Inc. for program support. The funds will be used to expand therapy services and community education for more children, teens, young adults and their families. Learn more

The O’Neill School of Public & Environmental Affairs at Indiana University and The IU Lilly Family School of Philanthropy have released a report that provides insights on how COVID-19 impacted nonprofit and for-profit employment in Indiana. The research highlights how key industries responded differently to the early effects of the pandemic in 2020. Read the report.

The YWCA Northeast Indiana recently broke ground on what will become its new home in Fort Wayne. The organization also has launched the public phase of a $16.7 million capital campaign that will fund the acquisition and renovation of the building on the city’s north side. Learn more

As part of its Homeward Bound capital campaign, Humane Fort Wayne broke ground on a new 25,000-square-foot site facility that will house twice as many cats and dogs for the humane society. So far, the nonprofit organization has raised $14 million of its overall 15.5 million goal. Read more

Youth 2 Greatness, Inc. and its "Chess in the Park" initiative was recently received a $75,000 Elevation Grant from the Indianapolis Foundation. The funds will help the organization build community among neighbors through outdoor gatherings and games like chess. The grant also will be used to support the hiring of community navigators, who will help their neighbors find the resources needed to improve their lives. Learn more

Tech Impact is accepting nominations for a $10,000 grant through its Technology Innovation Awards program. The awards recognize nonprofit organizations that have plans to positively impact their communities and change lives, through innovative technology projects. Apply by July 21.

Receive BoardSource’s Leading with Intent 2023 report by completing a survey. The report provides indispensable information to the sector on performance, board structure, relationship between the board and CEO, and Diversity, Equity, and Inclusion policies. Executive director survey due by July 31. Board Chair survey due by July 31.

Indianapolis Business Journal is accepting nominations for its Woman of Influence award Do you know a woman who has a solid reputation within their company or industry based on their experience, integrity and leadership and has a track record of accomplishment. Nominate by July 28.

Find existing data workshop on July 19 from 9-11 a.m. Learn the strengths, weaknesses, and costs of readily available data sets, including SAVI, so you have the information you need to locate the data that is right for you. Presented by SAVI. Cost: Free. Register

The AI advantage: How nonprofits can rise to the top using artificial intelligence webinar on July 25 at 1 p.m. Explore the ways AI is transforming nonprofit operations, including fundraising, donor engagement, program optimization, and impact measurement. Presented by Nonprofit Tech for Good. Cost: Free. Register

LinkedIn & Twitter best practices for nonprofits on July 26 at 1 p.m. Learn more about the type of content to include on these two platforms and explore the benefits of using LinkedIn to steward sponsors and funders. Presented by Nonprofit Tech for Good. Cost: $30. Register

Craft & deliver powerful messages webinar on July 26 at 10 a.m.-3 p.m. at Butler University’s Lacy School of Business. Looking for a way to convey the great work you're doing, but struggling to articulate it? Learn about the best ways to convey your message. Presented by Indiana Philanthropy Alliance.  Cost: $75 IPA members / $150 nonmembers. Register

Opportunity Indianapolis two-day session on Aug. 17-18 from 9 a.m. – 3:30 p.m. This crash course is designed for civic-minded individuals who want to learn more about issues facing the Indianapolis community. Participants will focus on downtown issues such as development, transit, community engagement and the importance sports play in city growth. Presented by Leadership Indianapolis. Cost: $650. Register

VISTA projects throughout Indiana are looking for more members. Explore open member positions, including opportunities that help mitigate food insecurity, address pressing climate challenges, and help students recover from COVID learning loss. Learn more and apply

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