The three charities in the top 100 that saw the sharpest decline in donations during the 2016 CFC had one thing in common: Their names included the term “Wounded Warrior.”
The sharpest decline was experienced by the Wounded Warrior Project, the largest and best known of the three, with pledges dropping by more than fifty percent. It is possible that negative news coverage of this organization in 2016, mostly prior to the campaign period, substantially undercut its brand. (A look at WWP’s IRS filing for 2016 shows a substantial drop in total contributions and grants compared with 2015.)
Two other “wounded warrior” organizations came in second and third on the Biggest Loser list, even though they were not affiliated with Wounded Warrior Project. Tarred by the same brush?
The name of one of these groups, Wounded Warrior Emergency Support Fund, is actually a DBA. The organization’s legal name is Air Warrior Courage Foundation. It is reasonable to wonder if the DBA was an attempt to share the power of the wounded warrior “brand,” which had become increasingly successful in fundraising. If so, this could be a lesson that coattail-riding can work in two directions.
See other highlights of 2016 CFC results
Get the full 2014-16 Million Donors Choose Report
Two other “wounded warrior” organizations came in second and third on the Biggest Loser list, even though they were not affiliated with Wounded Warrior Project. Tarred by the same brush?
The name of one of these groups, Wounded Warrior Emergency Support Fund, is actually a DBA. The organization’s legal name is Air Warrior Courage Foundation. It is reasonable to wonder if the DBA was an attempt to share the power of the wounded warrior “brand,” which had become increasingly successful in fundraising. If so, this could be a lesson that coattail-riding can work in two directions.
See other highlights of 2016 CFC results
Get the full 2014-16 Million Donors Choose Report
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