Mal Warwick

With the economic downturn, the green discussion seems to be somewhat muted. Not "Silent Spring"-like, but certainly palpable and, frankly, disturbing given the severity of global warming and other signs of environmental degradation. Similarly, just when so-called "green mail"—recycled envelopes, soy inks, green seals, environmental messaging, etc.—was building momentum, the economy tanked and seemingly took the green gang with it.

Because the ability of high-end donors to give to nonprofit organizations has been hampered by the current economy, there's rarely been as important a time to approach them the right way.

A recession puts stress in all kinds of places, including the relationship that nonprofits have with their donors. In his recent book, "Fundraising When Money Is Tight: A Strategic and Practical Guide to Surviving Tough Times and Thriving in the Future," Mal Warwick—founder and chairman of Mal Warwick Associates, a Berkeley, Calif.- and Washington, D.C.-based fundraising agency specializing in direct marketing—says that your organization must have programs in place that recognize the importance of that relationship, especially during down economic times.

Last January, fundraiser Mal Warwick, founder and chairman of Mal Warwick Associates in Berkeley, Calif. and Washington, D.C., saw the U.S. economy heading south and published a paper entitled Fundraising in Tough Economic Times. Well, those times have become even tougher, so Warwick recently readdressed the topic in a new paper, Fundraising in Tough Times: A No-Nonsense Guide to Surviving in a Challenging Economy.

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