Doing What's Right

We’re clearly on the side of the angels. But I’d like to suggest there’s another way to look at the Rev. King’s admonition. We must be equally fearless in our commitment to do what’s right in our fundraising programs and in the way we treat each other.

We all recognize that many of the “scandals” involving nonprofits aren’t scandals at all, but rather a case of media misunderstanding and watchdog grandstanding. Rather than a scandal, it’s actually a wise business practice for nonprofits to spend money to acquire new donors, reactivate lapsed donors and cultivate current donors. It is what allows them to raise the net revenue necessary to fulfill their missions and to make the world better.