And, yes – I think nonprofits must face the same thing brands are facing these days. Consumers see too much clutter – and are looking for the finer details (the humanized elements, perhaps?) to help them discern where their consuming and giving dollars should go.

Glitz and fancy creative on the most expensive paper direct mailed to a mailing list ain’t gonna do it – because there is stack of the same sort of thing already in the recycling bin at most houses.

Another thought is that the population is aging a bit and so the majority of folks are Boomers who have “seen it all” by now – and are more cynical about causes. Nonprofits have to really work on their authenticity (and they have to do better at proving that dollars donated go to the cause and not the fundraisers).

I suspect that giving folks a better way to identify with the particular cause, and focusing on reaching the likely core group of passionate fund-givers, will be key. One way to provide more places where a consumer or fund-giver can connect with your brand or nonprofit is by creating many places where there is some sort of human touch. (pictures of the staff or pictures and testimonials of the people who were helped by the fund, etc.)

One of the reasons the world has been so generous in giving to the Tsunami victims, I think, is thanks to the media (which we often can’t find reason to thank). Because there are cameras right there and we see images of the women, children and families affected in real time (almost) – our heart strings are tugged and we identify with the victims (as in “that could well be me in those circumstances”). When we hear the stories and see the pictures, it is very hard not to find the extra money in our wallet to give.