A few years ago, I came across an article about a man who opened a small study space in a troubled neighborhood in the U.S. The reason? The man had read a research article predicting that most of the kids in that neighborhood would end up in prison within 20 years. However, instead of waiting for the research to play out, he took action. He moved to the neighborhood and opened a small study room. After 20 years, the researcher was shocked to find that their predictions were proven wrong. Most of the kids in the neighborhood went to college and built successful lives. The outcome was different because one person decided to be proactive. Even though it seemed like a small act, it changed the future of those kids by providing a much-needed refuge from the common violence they faced daily.
This story highlights a common issue in the charitable sector: too often, fundraising efforts focus on reactive giving—driven by immediate crises—rather than encouraging a proactive approach. This challenge exists on both sides—among fundraisers (social impact organizations, NPOs, NGOs, and charities) and donors. Charities often struggle to keep donors engaged long enough to support long-term projects, while donors, not having a clear "why," frequently jump to the next urgent cause.
Here’s the thing—charities need to ask themselves the hard questions: "Why should donors care about this specific project?" "Why should they stick around?" What deeper purpose will keep them invested? Too often, charities skip over these questions, relying on marketing or influencers to keep donations coming in. But what happens when a new, more urgent cause grabs the headlines? Donors shift their focus, and crucial projects—like community programs, shelters, food banks, free clinics, and schools—start to struggle, despite all the marketing efforts.
From the donors' side, it boils down to this: "I hear, but I don't see." Donors might hear about the work being done through yearly updates, but they don’t see the impact—the real, tangible difference their contributions make. Without that clear vision, their giving becomes reactive, driven by emotions and immediate crises rather than a deep connection to the cause. This shift is understandable, but it leaves long-term projects in a tough spot.
So, what’s the alternative? Charities need to get better at showing the "why" behind their projects and making sure donors see the impact on the community. Regular updates and engaging donors in the progress of the project are key to keeping them connected.
Imagine the impact if we viewed projects not as standalone efforts, but as catalysts for transforming entire communities. For example, for causes like the one below;
Sewing Machine Program: Charities often launch programs to provide sewing machines to people in impoverished areas, helping them become self-sufficient—a fantastic idea. Sometimes, they follow up with sewing classes to teach these skills. But why stop there? Charities could offer ongoing support, connecting these individuals with businesses where they can take orders or sell their products online—maybe even to the donors themselves. This approach doesn’t just teach a skill; it creates a path to economic empowerment, involving the whole community and allowing donors to see the broader impact.
Collaborative Efforts for Lasting Impact: I came across this documentary about children in Nepal who had to pull themselves across a river in a rusted metal carrier to get to school because there was no bridge. Imagine if NGOs, NPOs, charities, social impact organizations, and local non-profits joined forces to fund and build a bridge for these kids. This would create a lasting impact—kids could get to school safely, parents would have peace of mind, and the community as a whole would benefit, improving access to trade and boosting the local economy.
To Non-profit organizations: It's time to think beyond singular projects and aim to uplift entire communities. By focusing on the bigger picture and ensuring that projects have long-term, community-wide impacts while keeping donors engaged, we can move beyond reactive giving to create lasting change. This approach helps donors feel that their continued support truly matters, giving their contributions a deeper sense of purpose.
To donors: It’s time to shift from reactive to proactive giving. We’re not just providing temporary relief; we’re building the foundation for a better future. Each dollar becomes more than just a donation—it becomes an investment in the lasting transformation of lives.
Let’s challenge ourselves to dig deeper, ask the hard questions, and connect with the “why” behind our contributions. By doing so, we ensure that our generosity isn’t just a moment of kindness but a catalyst for real, lasting impact.
Let's start seeing the difference we can make, one thoughtful, proactive decision at a time
As Prophet Muhammad (Peace Be Upon Him) said, “The best of people are those that bring the most benefit to the rest of mankind.”
As always, thank you for reading. Let's strive to be the change we wish to see in the world, one step at a time, InshaAllah. Until next time, JazakAllah Khair.
Rahimah Kashim
Practicing leader At Oktriz