AUGUST 2004: How do Families Communicate Effectively
Survey Results

More than three-quarters of all respondents to our August Reader Survey indicated that they felt it was of “very high” or “somewhat high” importance for family foundations and philanthropists to share clear and comprehensive information about their activities to the public at large.

 Respondents rated websites (mentioned by 68% of respondents), participation in local networks of foundations and nonprofits (58%), and published guidelines (50%) and annual reports (39%) as the four most important ways for sharing information about a foundation or philanthropy's activities. Interestingly, only 27% felt that completing Form 990-PFs were one of the most important ways of sharing information.

 While most individuals felt that publicizing one’s philanthropy added value to one’s giving and was a necessary way of being accountable for one’s grantmaking and other activities, several noted that it depends on the family, or that the communication should come from the recipients of grants rather than those who make them.

 Specific comments and suggestions for effective communications from those responding to the survey included:

•  “Everyone has an obligation to spread the news about philanthropy and family philanthropists are some of the best to do that – they create a model of giving for the general public that no other entity can match.”
   
• “A well constructed website, combined with a thoughtful and informative grant awards and denial process, create a good synergy to positively convey what a foundation's mission is. In particular, clearly stating why grant applications are approved and (as importantly) denied gets the word out to the greater community about what you're all about.”
   
• “Make every effort to meet with the grantees (or grant seekers) on their "home turf" in site visits, whether as representatives of family foundations (staff or board) or as representatives of a donor advised fund. Being willing to meet on site sends a strong message to the community.”
   
• “I personally prefer the ‘quiet no applause’ approach to charity. I say that because so much of the media and the public at large have become cynical and callous about the motives of the true philanthropist. Generally they see philanthropy as nothing more or less than another mechanism to manipulate or promote an agenda. I do not have the time or resources to convince those of the ‘buy-sell’ world that there is another perspective called: ‘Give-Receive.’ Our family foundation has embraced the latter because of all the intangible benefits that it provides for the family as well as the community at large."
   
• "Creating public awareness not only brings attribution to the Foundation but reminds the public about the role private funding contributes to society as a whole. The skepticism created through media coverage of scandals and fiduciary mismanagement needs to be balanced with the positive message of what is being accomplished.”
   
•  “Some families prefer not to have an ‘image’ at all--- some prefer to remain under the radar, while others enjoy a bit more of the limelight. What is important is that their giving is structured, published (guidelines and annual report), and true to their mission. Consistency is the best image.”
   
•  “I think the community recipients of grants should do a better job of informing the greater population at large of the importance of grants and those who make them.”
   
• “The presentation needs to reflect the individual values of the organization. A standard government form takes this away, and reduces public understanding of what motivated the donor and how the foundation can engage the public in its mission. Trying to communicate the dreams and vision of the charitable donor is the key to expanding the interest of the public in "good works" of the charity; and this results in the biggest public value for permitting the tax benefits that any foundation might enjoy.”

See below for full results of the survey.

1. How important is it for family foundations and philanthropists to share clear and comprehensive information about their activities to the public at large?   Response Percent Response Total     Very low importance 3.6% 5     Low importance 5.8% 8     Some importance 13% 18     Somewhat high importance 29.7% 41     Very high importance 47.8% 66 Total Respondents   138 (skipped this question)   0

2. If you think it is important, what are the best ways for sharing information about a foundation or philanthropy's activities? Please select up to 3 responses only   Response Percent Response Total   990-PF form for Private Foundations 27.5% 38   Interviews with press and media 18.1% 25   Participation in local networks of foundations and nonprofits 58% 80   Including community representatives in the grants decision-making process 13.8% 19   Published annual report 39.1% 54   Website 68.1% 94   Published guidelines 50% 69   Other (please specify) 13% 18 Total Respondents   138 (skipped this question)   0

Family Giving News Home

Family Giving News is published monthly by the
national center for family philanthropy
1818 N Street NW,  Suite 300, Washington, DC 20036
http://www.ncfp.org
please be advised that the content of family giving news is for informational purposes only, and is not intended to constitute legal advice.