Time for Fundraisers to 'Shift & Reset'

The fundraising sector has evolved into a multibillion-dollar industry over the past century, creating more awareness around the world's plights and pouring in the cash to help nonprofit organizations combat them. Even in today's tough economic times, donors continue to give generously and organizations continue to work tirelessly toward their 
missions.

But are we really any closer now to solving the world's biggest crises? Brian Reich, senior vice president and global editor of digital communications firm Edelman Digital, doesn't think so, and he's frustrated by that. Reich believes that nonprofits are passionate, effective change-makers that are trying their best but that they need to shift their thinking and strategies.

In his book, "Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society," Reich lays out his take on what nonprofits and fundraisers must do to help reverse the course of the world's ills.

Here, Reich discusses his book and the ideals that are sure to raise the eyebrows of fundraisers with FundRaising Success.

FundRaising Success: Why did you write "Shift & Reset"?

Brian Reich: It was two things. One is I think a lot of the stuff that we are working on today and needing to focus on around how to address serious issues and how to figure out digital strategy in the context of more than just straightforward marketing is not being approached in the right way. There's a lot of tactical-level stuff being discussed. There are a lot of "here are the 10 things you need to do" or "if you get on Twitter everything will be solved" type of discussions. I think there needed to be both a realignment in how people think about these challenges and a sort of setup to what are ultimately very good and important strategic and tactical suggestions that if not taken in the right context can prove to be very challenging.