< back

The Case for "Philanthropic Marketing"

Most foundations focus on targeted and effective giving. But research shows that very few use effective communication to leverage the impact of their giving. Some believe that their good works speak for themselves. Others are reluctant to "show off" or steal the spotlight from grantees.

For those who rely solely on news media to provide profile, the majority of the exposure they receive focuses on the transaction (who-gave-what-to-whom) and very little on results. An American study of philanthropy coverage over 25 years revealed that less than 1 per cent of stories were about what happened as a result of the money.

Not surprisingly, most audiences really don't know what foundations do or the impact they make. This limits a foundation's influence with those audiences and the overall results it strives to achieve. Since much of what a foundation is trying to do involves influencing hearts and minds, planned and proactive communication is an essential part of the equation.