How the Recession Improved Our Lives

Making "creative" the norm, not the exception
When donors were scrutinizing every spending decision, parting with dollars a lot less freely, many nonprofits got very creative. It was no longer good enough to say, "Support our cause. We'll do good things with your money. Trust us." Instead, we figured out dollar handles that had evaded us for years. Program staff and fundraisers came together and developed ways to "sell" the work to donors that made sense to everyone.