In our final installment of this series, we turn our focus to the charitable organizations and local associations that play a vital role in sustaining communities. While businesses and residents are the heart and soul of a community, charities and associations are often the lifeblood, ensuring the social safety net remains intact.
The Shift Toward Local Giving
Let’s start with some positive news. Even before the pandemic, studies showed that people were tending to give more when the cause is close to home. The pandemic amplified this trend, as communities became more aware of local issues and their impact. People could see first-hand the challenges their neighbours faced, from food insecurity to mental health, which inspired a movement to “give where you live.”
The flip side, however, is that overall donations in the U.S. decreased by 2.1% in 2023 (adjusted for inflation). This dip affected local charities no doubt, although international organizations may be feeling the impact more acutely. In any case, for local causes, the urgency to sustain support is greater than ever.
A Growing Need Amid Declining Donations
Let’s use food insecurity as an example. In 2022, demand for food banks rose by a staggering 25%, yet donations fell by 13%. In 2023, the number of food-insecure households in the U.S. increased to 18 million, a 12.8% rise from 2022. This growing need is not limited to food insecurity. Local challenges such as homelessness, mental health, and access to healthcare continue to rise, further stressing the already thin resources of local charities.
The reality is that government funding alone can’t solve these problems. Communities must step up to raise funds and increase volunteerism to fill these gaps. This is where local businesses and media come in as essential partners in keeping these vital services afloat.
The Untapped Potential of Local Charities and Volunteerism
According to research conducted by Wells Fargo in 2024, there is a strong desire among Americans to contribute more to their local communities:
- 57% want to volunteer more time to local organizations.
- 57% want to donate more money to local causes.
However, there’s a glaring issue: 53% of people don’t know where to go or how to find opportunities to volunteer or donate. This lack of awareness is a significant barrier to action, and it’s one that local media and businesses are uniquely positioned to solve.
The Role of Local Media: A Communication Lifeline
Local media has always been the glue that connects community members with information, events, and opportunities. It’s no different when it comes to charitable causes. When charities and associations don’t have the resources to spread their message, local media can step in as the megaphone. Whether it’s pointing residents toward the best place to donate or volunteer, or sharing information on how businesses can engage in cause marketing, local media plays a pivotal role in helping organizations reach the people who want to help.
Imagine a family sitting down for dinner, not knowing that the local food bank is in desperate need of donations. Or a business owner unaware of an opportunity to partner with a local charity. Local media bridges that gap, connecting people to the causes that need them most.
Hope for the Future: The Power of Community Partnerships
While the challenges are real, there is reason to be hopeful. Communities that still have a vibrant Main Street and active local media are in a strong position to keep their charitable organizations thriving. These two stakeholders—local businesses and media—are not just key contributors to economic health, but also to the social resilience of the community. And let’s not forget that these two stakeholders also depend on a vibrant community for their very own survival so they have skin in the game too!
There’s more good news on the horizon. Inflation is finally showing signs of easing, with the Federal Reserve recently announcing a rate cut. This move is expected to provide some relief for consumers, putting more disposable income back in their pockets. As people begin to feel less financial strain, this could translate into increased donations and support for local charities and associations. Communities may soon see a resurgence in giving, helping to further strengthen the local social safety net.
When businesses invest in the causes that matter to their customers, and when local media amplifies those efforts, communities benefit on all fronts. The combination of economic support, awareness, and civic engagement makes the difference between a community that struggles and one that thrives.
The Path Forward
The path to building stronger communities lies in creating more connections—between residents, businesses, media, and the local organizations that serve them. At Hope Factory, that’s what we do! Empower communities through platforms that connect spending with local impact. Together, we can create a future where every dollar spent and every hour volunteered goes directly into making our communities stronger.
Looking to do more for your community? Partner with Hope Factory and see how we can help connect your business with local causes. Let’s work together to build stronger, more resilient communities. Connect with us today to learn more.