The Importance of Foundation Engagement

I constantly review research information about philanthropy, as it is important to what fundraisers do every day. I enjoy learning about the historical trends of giving and the various elements that affect these trends. With the new year now here, I am very interested in predicting what could possibly occur in 2014. We live in such a fragile world, and perceptions and attitudes do affect giving.

One area of giving that is important is the area of foundations. According to Giving USA, approximately $316.23 billion was donated by Americans to charitable causes in 2012. Of that amount, giving to foundations was an estimated $45.74 billion, helped in part by an increase in giving by community foundations, which grew 9.1 percent in that year.

Foundation giving is an important source of funds. It is also imperative that you develop relationships with foundations for nonfinancial reasons. Typically, foundation staff and board members are keenly aware of community needs. Knowing these individuals makes you aware of these needs and helps you determine if your priorities are important to them. Be assured that many foundation leaders also talk to other foundation leaders either individually or in periodic foundation representative group meetings about your organization. You may be interested to learn that a foundation staff's perception is quite different than your perception of your organization.

By engaging with key foundation players, your organization becomes known and relevant in the community. You need to be known, especially with community foundations and United Ways or united funds. With engagement, these community leaders provide valuable insight and advice for the best way to promote your organization and enhance the perception of it in the eyes of the public at large. They also tell you what other organizations are viewed as potential partners with you in your service area.