ProSpeak: What Americans Really Need to Know About Charities
... and how self-appointed watchdogs are muddying the waters.
A healthy, midsize charity in a strong growth mode that has a diversified development model across direct response, major gifts, gifts in kind, and foundation and government funds that designates 60 percent of its funds to program could be far more effective than a charity that is not growing and depends only on one or two sources of revenue, yet puts 75 percent of its income to program.
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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