Funders Demand Results: Can Nonprofits Meet the Challenge?
Why Younger Donors Are Driving the Emphasis on Result
All of us who write grants know that funders now demand measurable results as a condition for support. But this hasn’t always been the case. At a recent workshop led by Dr. Susan Raymond and sponsored by the Chesapeake Planned Giving Council, I learned more about how this shift came about.
What’s Driving this Emphasis on Results?
Competition – The rate of growth in the nonprofit sector has greatly outpaced giving. In recent years the number of organizations has increased by 70%, while giving has grown by only 30%.
Younger Donors– Among wealthy donors, the prevailing sentiment for generations has been one of “giving back.” But younger donors are setting a different tone. They view their gifts as “investments” in the future and want to see a return on those investments. This change probably stems from the fact that only 8% of this group inherited their wealth, while 92% earned it.
Philanthropy vs Problem Solving – Younger donors aren’t interested in the traditional model of philanthropy. They see problems and want to fix them. They don’t care if the solution comes from a nonprofit or a for-profit company. Younger donors often apply business models to their giving philosophy: They are interested in “social enterprises,” “social franchising” and “social ventures.” Examples of this are bonds for vaccinations in Africa, and the Global Health Fund at J.P. Morgan, which is guaranteed by the Gates Foundation.
Donor Involvement – Younger donors are eager to do more than give money. They want to be directly involved in affecting social change, and they want a degree of control. Bringing a business-oriented focus to grant making gives donors a greater sense of engagement.
What Does this Mean for Nonprofits?
This approach to funding presents significant challenges. Complex social issues are generally not fully understood and don’t lend themselves to quick fixes. What are the long-term implications for the nonprofit community? Here are a few possibilities:
Risk Aversion – The emphasis on objectives and results leads to nonprofits becoming risk adverse, more likely to run programs with predictable outcomes than ones with enormous potential.
Fear of Failure – Failure regularly precedes important breakthroughs. But with greater risk aversion comes greater fear of failure. If nonprofits can’t risk failure, they limit their potential for success. (It can take a decade or more of consistent failure before a breakthrough happens.)
Changing Social Contract – Traditionally the “deal” in civil society has been that philanthropy tackles the biggest social problems, working to create opportunities for people to better their situations over the course of years, and even generations. The new focus on short-term, measurable results has the potential to undermine long-term success.
How Nonprofits Can Succeed in this Funding Environment
Nonprofits are adjusting successfully to the new funding guidelines. Here are a few tips for fulfilling an organization’s mission, while giving funders what they ask for:
Articulate Objectives – This is an opportunity for nonprofits to take a fresh look at their mission and actually articulate short term and long-term goals and objectives. (If organizations aren’t clear about their objectives, funders are likely to set the agenda for them.)
Determine What Can Be Measured – What results are genuinely important and can be measured? Long-term goals often do have short-term, measurable outcomes that will satisfy funders.
Tear Down the Walls – Funders and nonprofits share the same ultimate goals, even if they may disagree about how to achieve them. Nonprofits and funders need to have an open dialog about taking on risk together and embracing bold ideas.
Encourage the 10% Solution – Granters should be encouraged to set aside 10% of their funds for high-risk projects. (This is consistent with the way “Angel” investors invest in start-up businesses.)
The reality is that money is tighter than it used to be and nonprofits have to be more strategic than ever. But if nonprofits and funders can work together, it’s possible for both grantors and grantees to get what they need.








