Charity Defense Council

"This is Canada and better is always possible."
Prime Minister Justin Trudeau 

Shifting the Narrative

Toronto’s own Furniture Bank was just featured in the Charity Defense Council’s thought-provoking “I’m Overhead” ad campaign. The series of ads is challenging the public to rethink what they know about overhead — and shifting the core narrative from one defined by cost to one that celebrates impact.

As President & CEO of Imagine Canada and a member of the Charity Defense Council’s advisory board, the campaign has me dreaming of a new era for Canadian charity. The future I’m envisioning has me more inspired than ever.

PHILOSOPHY OF SOCIAL CHANGE

At the Charity Defense Council, we believe big fundraising efforts should be celebrated. If we're actually going to eradicate poverty, homelessness, or Alzheimer's disease, scale is absolutely crucial. Tiny organizations won't cut it.

In some circles, that emphasis on fundraising has raised eyebrows. Our cynical side is awakened whenever large sums of money are involved. Where's all this money going? Is it really reaching the people who need it? Do charity execs need to be making six-figure salaries? Can't organizations spend less and get the same results?

Others have questioned whether our philosophy gives cover to bad actors in the nonprofit space (e.g., organizations that raise a lot, but don't do much with it). That's an important concern and something we're actively working to avoid.

But, whether it's popular or not, we need to make a stronger case for fundraising. So, we came up with a simple two-by-two framework to shed some light on our philosophy.

RIPPLE EFFECTS FROM THE WOUNDED WARRIOR PROJECT MEDIA ATTACKS

For the most part, the dust seems to have settled on the Wounded Warrior Project media attacks. Headlines have become less frequent and accusations of a spending scandal (from CBS News and the New York Times) have subsided.

But, like coverage for a bad storm, the damage remains long after the last news story. This weekend's spotlight in the "Military Times" touches on just that issue, featuring families who'd be left with enormous healthcare bills if their support from Wounded Warrior Project dries up. With a donor base so widely convinced of wrongdoing, donations are sure to slow and programs will become vulnerable to cutbacks.

At the very least, the ripple effects are worrisome for the veterans community. But, for the charity sector as a whole, the concern should be even bigger.