History teaches us that giving trends in tough economic times don’t go in to the same free fall that equities markets do. Established non-profit organisations with a clear social investment proposition, who are clear about their purpose and the impact of their programs and capable of demonstrating to their funders the importance of their investment will survive, if not thrive in a soft economy.

Global fundraising guru Kingsley Aikins, speaking on a recent Australian visit, gave some pertinent tips for fundraising in a soft economy. His key messages are worth remembering:

• Focus on core program delivery and funders – this is a difficult time to seek new funders or develop new programs
• Stay close to your key funders, with consistent contact points
• Communicate with consistency and clarity the evidence of your programs at work, making the case for continuing funding support
• Don’t by shy of engaging and asking… funders do recognise these are challenging times where their support is even more critical

Kingsley’s messages reflect the language of social investment, in which funders are provided with clear evidence of where their funding is allocated and what results it is producing.

Those non-profits who do these things well and have an approach to their funding which is about social investment will ensure they are in good shape to ride the next wave of philanthropic growth.