To Sell Themselves to Donors, Nonprofits Are Turning to the Pros
Not long ago, the website for the nonprofit Colon Cancer Alliance offered a treasure trove of information about colorectal screening, colon cancer research and other topics related to the deadly disease.
What it did not do was provide a concise explanation of what the group’s aims were and, perhaps more crucially, why people should donate money to help its cause.
“There was confusion,” said Michael Sapienza, chief executive of the alliance. “It was very unclear to the public exactly what it was we did.” . . .