A lot of the communication about supporting social good comes from organizations and is directed to individuals. And a great deal of that communication never gets seen by the individuals it seeks to impress.
Gmail shuffles it off to a “promotions” tab, lumped into the same category as sales on movie rentals. Facebook structures the newsfeed to , trying to keep posts from friends in the fore even if users have asked for updates from a favorite charity. Getting heard as a nonprofit is getting harder with these changes, but there is an army of allies who can help turn this picture around.
Donors, as it turns out, are largely people. Yes, nonprofits consistently chase grants from foundations, governments and other still bigger nonprofits because it feels great to catch a large sum of money. But the majority of giving in the United States comes from individuals. Giving USA reports at least $335 billion in charitable giving in 2013. 72% of that number comes from individuals. Those donors don’t all think of themselves as philanthropists and mission communicators.
At least, not yet.
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