That’s a question we ask ourselves a lot, so we recently decided to ask them. In a cross-the-country survey of American donors last fall, we discovered … well … a lot.
For instance, what do you think donors see as the greatest needs in their own communities? And which needs do they think The Salvation Army is most able to meet? Interestingly, the answer to both questions is the same: feeding and shelter. Which nonprofit organizations do donors recognize as most trustworthy in America? Answer: The Salvation Army, the American Red Cross, and the United Way.
Also of note was how much donors trusted each organization to spend their money wisely.
(There are a lot of other findings in the research, which we’d be happy to share with you. Just let us know!)
But what good is data without a plan to use it? This research has taught us: The most basic services of feeding and shelter are the ones that draw most donors toward giving their support. That’s not to say that donors don’t value other programs and ministries, just that these are the ones they would most likely support. That’s important, because in our own experience raising money for The Salvation Army, we consistently see feeding and shelter offers outpacing the response to other offers. This is true in every Territory, and every Division.
But what if I don’t have a feeding program? (A question we’ve heard repeatedly.) “Then start one,” says Major Alan Phillips, Commanding Officer in Columbus, Mississippi. After reading our survey, Major Phillips was inspired to take action: “I was impacted by the large number of responses to feeding the hungry. Based on what I read, I made the decision to expand our food pantry, and serve a hot meal once a week in our more impoverished areas.” Major Phillips and his team are also collaborating with the community’s local homeless coalition to address generational homelessness.
There has never been a more critical time to collaborate … not only on social services, but also on the link between these services and fundraising. Donors have a heart for change — and it starts with meeting basic human needs. Every Salvation Army Division provides these services, whether through meals, vouchers, groceries, or referrals. Let’s make sure our donors understand the importance of their partnership in this way.