May 21, 2009 | Read Time: 1 minute
NEW BOOKS
Philanthropy in a Flat World
by Jon Duschinsky
Globalization has not only brought change to the business world, it also has ramifications for nonprofit organizations, says Jon Duschinsky, founder and director of Bethechange Consulting, a fund-raising company. Globalization is forcing charities to accept that donors have more choices than ever before.
The advent of social-networking tools has allowed donors to take control of their charitable activities, altering the role of fund raisers, who must attract donors and give them more control rather than simply ask for money.
Mr. Duschinsky cautions that the changing landscape may eventually rule out charities as middlemen: “I believe the flat world is going to be increasingly powerful in bringing together individuals with needs and individuals with the capacity to give — in other words, in bringing together the two markets of nonprofits without the nonprofit in the middle.”
For charities to remain relevant in such an environment, Mr. Duschinsky suggests that they ask themselves what they do better than anyone else. He outlines a four-step plan for charities to be successful in a flat world: Enlist individuals and organizations as active participants; become “sexy,” defining needs and audiences and telling an effective story; improve nonverbal communications skills; and develop “hypersensitivity,” leaving a lasting impression on donors well after money has been given.
Publisher: John Wiley & Sons, 111 River Street, Fourth Floor, Hoboken, N.J. 07030; (201) 748-6000; fax (201) 748-6088; http://www.wiley.com; 220 pages; $27.95; ISBN 978-0-47045801-3.
