Don't panic. Calmly, capably (as only a totally immersed 30 year veteran and thought-leader can be), Mal Warwick examines the downturn and its impact on charitable giving in the past (the single best analysis I've encountered), then explains what reasonable and determined nonprofits can do to counter the ill effects.



Mal explains what to do, why to do it, when to do it, and how. With the agility of a gymnast, he moves the reader through the inner workings of the Boston Matrix (which helps you decide which fundraising activities to cut and which to save) ... to a fine, fast discussion of direct mail "creativity" and its down side ... to segmentation ... to stepping up your efforts online. I'd call this a back to basics book, but I think that's misleading. I think this is more a "back to the basics you might have been doing all along but probably weren't, with a ton of new research and insights added." Empowering. Entertaining. Reassuring. Serious (i.e., not for the weak). It joins a line of essential books by Mal Warwick that have enlightened (and, now maybe, helped save) countless nonprofits.

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