In a world defined by endless flux and expansion, where the only constant is change – and more change – globalization has flattened the boundaries between “us and them”, levelling the diverse playing field in which we operate. This, of course, is not a new concept. Among other theorists, Thomas Friedman, in his book The World is Flat, discusses the incredible impact globalization has had on our lives and the way we work. But what about its effect on philanthropy and fundraising? How will the global village change the way in which funds are pursued and attained? Will fundraising evolve and, if so, what paradigmatic form will it take? And, more importantly, how can today’s fundraiser respond to the changing landscape to ensure he thrives, rather than falters?
Those and other questions were recently addressed at an event, entitled Solutions for the Flat Philanthropic World, sponsored by CharityVillage and organized by Humber College’s Fundraising and Volunteer Management Program. Leading the group of caffeine-enhanced fundraisers early on a Saturday morning was the dynamic, world-renowned speaker and trainer on all things philanthropy, Jon Duschinsky. Based in France, Duschinsky is an expert in fundraising theory and practice, inspiring participants with a creative and entertaining presentation. “The world of tomorrow is not going to look like the world of today or yesterday,” he began. “We have to rethink how we look at our organizations.” And, with that, we were off.
Globalization defined
In attempting to define the term globalization, Duschinsky admitted it wasn’t an easy task, explaining why he prefers the simple catch-all: “is”. Globalization is everywhere and encompasses both the tangible and the intangible. It simply is. That said, people have a choice. “You can either pretend it isn’t and be scared of it,” he offered, “or it can become an opportunity.” Organizations need to keep in mind that how they react to the reality of globalization will ultimately determine how, or whether, they move forward. If seized effectively, asserts this philanthropy expert, globalization in all its forms and incarnations can provide an incredible opportunity to make the world a better place.
According to Friedman, globalization after the year 2000 moved beyond a focus on one’s country or company. “Now it’s about you,” echoes Duschinsky. “You are all global individuals; each of you is a global brand.” It’s something every organization should keep in mind as they forge and develop their vision. “People are reinventing the world,” Duschinsky states emphatically. “People are hungry to be bigger, to be better.” Taking advantage of the opportunities that flow from this dynamic, synergistic environment can be advantageous.
So many choices
But what exactly does this new wave of globalization offer the world? For one thing, there’s an exponential increase in choice, says Duschinsky. As an example, he recounts how a woman in Ghana was able to expand her hairdressing salon with the help of Kiva, a person-to-person microlending website. A new philanthropic model is emerging, he says, one that allows donors and beneficiaries to connect without any third party intermediary. Smart organizations will understand that donors want the power in their own hands.
If you’re going to help donors, you need to find ways of linking them with their beneficiaries in a manner that works. To further illustrate the power of choice that donors are searching for – and attaining – Duschinsky offers GuideStar, an online rating system that allows prospective donors to search a wide database of charities to learn more about them before making a donation. It is estimated that more than 75% of American donors currently log onto the site, meaning its influence on their decision-making is obviously significant. “It’s about putting choice back into the hands of donors,” concludes Duschinsky.
Beyond borders
Other effects of globalization come in the form of individualism and the disappearance of boundaries. As for the latter, Duschinsky explains how the charity environment has evolved. While in the past only nonprofits or charitable organizations were competing for donor dollars, now the corporate sector has joined in the fray. Companies like Air France, with a tagline of “making the sky the greatest place on earth”, and Unilever, which recently created a Self-Esteem Fund, are selling an intangible vision, a feeling, much like charities have been doing for years. These new competitors are big, strong, and slowly encroaching upon a once-foreign landscape. “The place of charity is being invaded,” asserts Duschinsky.
These vanishing boundaries can be seen in geography as well. The flat world has changed the dynamic that once saw local donors giving to local charities. “The donors of tomorrow will be anywhere in the world,” Duschinsky explains, using the example of a multi-billion dollar cancer centre in Europe that is currently in the works. The huge investment will bring the best scientists, researchers and medical practitioners to one common centre. It will only succeed if its reach is global, but its structure and foundation remains local. “Increasingly, our organizations need to move onto that model so that global and local work together, each facilitating the other,” he says.
But with all these changes and vanishing boundaries, does this new reality imply there’s a global philanthropy crisis? Some would argue in the affirmative. Duschinsky argues the answer is up to you. “We can decide we either have a global philanthropic opportunity or a crisis,” he says. “I say we choose opportunity.” It comes down to partnerships, he continues. And, as for governments, moving forward they need to become facilitators rather than the drivers, the roles they currently embody.
Success – right this way
Next, Duschinsky enumerated the steps organizations can take to succeed in the newly formed flat philanthropic world. First off, he says, determine what you’re good at…really good at. Ask yourself, ‘What does our organization do better than any other in the world?’ “If you’re not doing that one thing better than anyone else on the planet, you won’t stand out,” he says. And, once you have a sense of your core competence, ensure your organization is not expending much energy on anything else. Find other people to take care of those details. It comes down to niches, and any organization that wants to grow and develop needs one. After all, adds Duschinsky, “Rich philanthropists like this model best.”
Organizations must also learn how to be sexy. Duschinsky relates how the Red Cross, once seen as terribly unsexy, recently upped its sizzle factor by placing an attractive model in its ad, an ad that found a coveted spot on YouTube. The clip quickly grew in popularity and the Red Cross followed suit. “Sexy is fun,” states Duschinsky. Life is difficult, he adds, and you don’t want to add to that difficulty. Making a cause fun, even if it is at heart a serious matter, can prove positive.
Acting boldly is another way to ensure success. “You need to move beyond best practices and benchmarks; you need to move into a world where anything is possible,” Duschinsky says. “Step out of your boundaries, beyond the fear of failure.” An organization must also seek out talent in order to make the best use of all the information available. “Information is nothing without talent to become knowledge,” he says, adding that IQ is less important today than the combination of curiosity and passion quotients. Moreover, in this flat world we inhabit, a flattened-out organization is best suited as well. “You need to be horizontal and collaborative; it’s not good to be top-heavy because that keeps you too far from donors,” says Duschinsky. Embrace and drive change
In sum, the flat world is going to impact fundraising in big ways, and organizations must be ready to accept those new realities and work with them. Case in point: last year’s tsunami. That disastrous event raised more funds than organizations knew what to do with. But the real kicker is the fact that donations came without any fundraising efforts at all. Rather, streaming images found online and on television screens, facilitated by media and heaps of empathy, lay at the core of the fundraising coup. Organizations need to adapt their practices to fit in with this new world of fundraising. Because, states Duschinsky bluntly, “the charity sector today has become a hotbed of mediocrity.” If organizations don’t do any better their social obligations will falter.
Whether by establishing new partnerships, delving into social entrepreneurial opportunities, or simply rethinking their traditional models, fundraisers need to take steps forward. The fact that the earth is flat is a good thing, providing opportunities never before encountered, Duschinsky reminds the room. But, he warns, “with opportunity comes responsibility.” Faced with an ever-growing bastion of information, knowledge, talent and solutions, what you do with it all is key.
Elisa Birnbaum is a freelance journalist, producer and communications consultant living in Toronto. She is also president of Elle Communications and can be reached at: info@ellecommunications.ca.
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