Tons of writers in major media have been fretting about the new tax law.
“Tax bill could turn philanthropy into a pursuit only for the rich.” – 12/23/17 Todd Frankel [Washington Post]
“Nonprofits are the unintended victims of the new tax bill.” – 12/29/17 Chris Gates [The Hill]
“The sky is falling!” – 12/17/43 Chicken Little [Wikipedia]
Don’t listen to naysayers and doomsday prognosticators.
I think they enjoy seeing blood on the streets.
“If it bleeds, it leads.” That’s what I was taught as a journalism major.
Look, these reporters and analysts have been wrong about just about everything for quite a while.
Remember, almost 50 percent of all charitable donations come from the top one percent and 80 percent of all charitable donations come from the top 20 percent. Philanthropy is done by the rich. Charity is done by the rest of us. There is a difference.
Plus, charitable giving has mirrored the GDP for over 40 years. If the tax law increases GDP, nonprofits will benefit.
And, lastly, people give because it makes them feel good! It ain’t about the tax write-offs.
Your job: Make people feel good! Provide value. Find out why they care and what interests them. Then, market to them in a highly-personalized, relevant fashion that elicits emotion.
Do that and you’ll be just fine.
Subscribe to our blog today and get actionable fundraising ideas delivered straight to your inbox!