Larry Checco

Not since the Great Depression has our nation experienced such a wide distribution of need throughout all socio-economic levels. It started out as a snowball at the top of the mountain with the subprime mortgage debacle.  But as it continues to make its way down a steep slope, millions of Americans are getting swept up into what amounts to nothing less than an avalanche of personal destruction. Many, through no fault of their own, are losing their jobs, and as a result, are losing their homes, health care, life savings, sense of self respect and more.

"I must say that I have seen Americans make great and real sacrifices to the public welfare; and have noticed a hundred instances in which they hardly ever failed to lend faithful support to one another."
                                   — Alexis de Tocqueville, "Democracy in America"

Set aside a few seconds to try to imagine what the United States of America would be like without a healthy, vibrant nonprofit sector.

Last year was a tough year, and 2009 might be even tougher. Nonprofits are hunkering down, trying to weather the economic storm that is dramatically reducing their revenues yet increasing demand for their services. Often one of the first functions to go is communications.

Despite the awful economic conditions, this is no time to [cut] back on getting your messages out to the public. In fact, it's more important now than ever before to let people know how and why you exist.