Don't Freeze, Don't Panic: Advice for Surviving Turbulent Times

City Harvest established consistent, organization-wide messaging in which it:

• planned to use focus-group findings in all external communications, including fundraising materials;
• increased flexibility of direct response schedules to permit relevant messaging despite the highly volatile character of the economy; and
• leveraged the increase in media coverage of the issue of hunger and of the organization's loss of Lehman as a donor.

Wallace said another large funder — a foundation — went under because of the Bernie Madoff scandal, so the organization used publicity of this loss to seek support from the community. When people heard that the needy might night get fed because of Madoff, it had a huge impact, she said.