Fundraising in a Changing Environment

Clearing her throat and trying to put on her most positive face, Toni Watkins looked around the room and began to address the board.

"I received a response this week from the Sun Foundation regarding the grant proposal we submitted in October," Tonisaid. Toni wasthe chief executive of Start Healing Eating Disorders (SHED), a small suburban charity that offered support, counseling, and medical resources to individuals with eating disorders.

"Emily Estrella, our program officer at Sun, said that they were impressed with the range of services we offered and the quality of our programs," Toni said. "But, at the same time, she has some concerns of the nature of the problem. More young people than ever before are diagnosed with eating disorders. More First Nations individuals are included in this number now than at any time in history. Before the Sun Foundation will give us the $100,000 we've requested, they want us to consider changing our approach." Puzzled, the board members looked at Toni.

"We're serving a need," asserted Greg Rycroft. "They can't tell us we're not helping people. We are!"

"Calm down, Greg," said another board member. "We're not going to stop helping people. We just need to find out what Sun wants from us."

"What exactly do they mean by approach, Toni?" asked board chair Beth Olsen. "Can you be specific?"

"But what's wrong with what we've been doing?" Greg asked.

"Nothingiswrongwithwhatwe'vebeendoing,"Toni said patiently."What Ms. Estrella hasreminded us, which I'm sure you all already know, isthat we've been fairly successful at reaching out to people with eating disorders and offering great options for treatment and support for recovery. But we could do more. The Sun Foundation is focusing more of its grants on prevention, rather than just treatment programs. Sun was one of our seed funders and has supported us for 10 years. I think they know whatthey're talking about. Besides, we really need that money."

"But people still need treatment," another board member said.

"I know," Toni said, "and I'm not suggesting we stop helping the people who need it. I'm just passing on to you the suggestion that an important foundation has made. Ms. Estrella is a smart woman, and the Sun Foundation has a good idea of what's going on in this mission area. Maybe we should expand our vision."

"How can we raise even more money to fund a major additional program and the staff required to run it?" asked one board member. "I think we've agreed that we want to maintain the programs we have already established."

"I'm not sure," Toni replied. "That's what I want to talk about today."

"Let's discuss this," Beth said to the group. "I think you all can understand the importance of trying to stop anorexia and bulimia before they start. I know we wish our organization didn't have to exist. But the fact remains that our services are required more and more to help those in need, while the need for preventative outreach and education is increasing as well. Another challenge is that we need to reach out to other demographics besides our traditional constituency to provide more comprehensive services."

"I don't think we should do anything differently," announced Greg. "This community is grateful for us, and I think we have our hands full here. If Sun won't support us in our mission, we'll just go somewhere else. It's not fair to our clients to change our mission based on a funder'sshiftin interest."

"The Sun Foundation is one of the largest in the country," Beth reminded him, "and one of the more progressive grantmaking institutions. And, as I mentioned before, we've been dependent on its support for a long time. We can't just turn our back on their funds because we don't like their suggestions. I'm afraid we might get the same answer if we go elsewhere. I think we have to take their ideas seriously."

Whatshould the board do?