Time for Fundraisers to 'Shift & Reset'

FS: Anything you'd like to add?

BR: The two big points are we need to recognize that because the world has changed and is constantly changing that what we're doing isn't working anymore, and that the measures of success that we see today, including money raised, are short-lived potentially. We need to be focused on the short term, but we also need to keep the long term in mind at the same time. It's not enough to go quarter to quarter. It's not enough to go campaign to campaign and raise money and say, "Look, we succeeded," or when money trails off as it recently has, just blaming the economy. The reality is when you look at the stats, people are giving a lot of money. People are still donating in huge amounts, but they're donating to different things now. The people who are sitting there saying it's just a slow economy — how do we up our marketing or improve our awareness so that more people will see what we're doing and open their wallet — the truth is when people look at them, they're making other choices as to where to invest their money. So what we're doing isn't working anymore is one of the big points that nonprofits need to understand.