I’ve been reading Peter Drucker lately. In case you don’t know, Peter Drucker was one of the first management gurus of the 50’s, and one of the most influential of all times. As Mr. Drucker got older, he turned his talents to nonprofits, first opening a foundation for nonprofit management, and then donating his own time and energy to the social sector. His book, Managing the Nonprofit Organization, first published in 1990, was a seminal work in our field.
In 2005, just after he died, Bloomsberg News posted a fundraising challenge to the NGO world: “Convert donors into contributors”, Drucker had said in his last days. “If nonprofit groups are to acquire more financial resources, those who give will need to feel more like participants.”
So, has this advice from the sage of NGO management held up? Are today’s NGOs creating more – or better – donors using methods of “engagement”? It’s definitely the buzzword of the social-media decade, but is it working? Or rather, how is it playing out? (more…)