A RTICLES
Fundraising in the New
Philanthropy Environment
The Benefits and Challenges of
Working with Giving Circles
Angela M. Eikenberry
This article reports on an exploratory study to understand the
impact of the new philanthropy on funding recipients by asking
nonprofit professionals about their experiences working with
giving circles. Giving circles are growing in number across the
United States. They are attractive to new philanthropy donors
who pool their resources and then decide together where to give
them away. They also frequently include social, educational, and
volunteer engagement components. Giving circles seem to be an
important source of new and expanded resources for nonprofit
organizations, but there are both benefits and challenges to
working with giving circles that reveal several problematic
tensions for nonprofit funding recipients, the philanthropic relationship, and society more broadly.
S
CHOLARS , PRACTITIONERS ,
and journalists claim a new era has
begun in American philanthropy (see, for example, Bianchi,
2000; Bick, 2007; Byrne, 2002; Cobb, 2002; Eikenberry, 2005a,
2006; Schweitzer, 2000; Streisand, 2002). As opposed to more traditional philanthropy, dominated by organized philanthropic institutions that have largely served to rationalize and professionalize the
field, this “new philanthropy” appears to be driven by individual
donors who want to participate in more unconventional, transformative, and engaged modes of giving and volunteering at the grassroots level (McCully, 2008). I have argued elsewhere (Eikenberry,
2007) that the new philanthropy and its new donors have emerged
within a larger social movement in which individuals of varying
backgrounds have sought out new ways to be involved in their
Note: This research was funded in part by the Association of Fundraising Professionals. Special thanks to Glenn Orr for his research assistance with this project.
NONPROFIT MANAGEMENT & LEADERSHIP, vol. 19, no. 2, Winter 2008
© 2008 Wiley Periodicals, Inc.
Published online in Wiley InterScience (www.interscience.wiley.com). DOI: 10.1002/nml.212
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communities. The new philanthropy, then, is indicative of larger
social transformations.
The new philanthropy has manifested itself in several ways,
including the relatively recent introduction of such funding mechanisms and philosophies as special and identity-based donor-advised
funds, venture or high-engagement philanthropy, and giving circles.
In some cases, giving circles can also be identity-based (for example,
an African American or women’s giving circle) or follow a venture
philanthropy philosophy. Giving circles involve groups of individuals pooling their resources and then deciding together where to give
them away. They also frequently include social, educational, and volunteer engagement components that seem to increase members’
awareness about community issues and philanthropic processes
(Eikenberry, 2006). It is impossible to say how many giving circles
exist in the United States because of their grassroots nature; however, more than four hundred have been identified by the Forum of
Regional Associations of Grantmakers, and there is strong indication
that many more exist and continue to be created. Bearman’s recent
survey of 160 giving circles (2007) found that they engaged more
than 11,700 donors and granted more than $65 million over the
course of their existence. Bearman concludes that giving circles
are located all over the United States, attract a diverse array of
donors—both men and women across a spectrum of ages and
races—help members engage in their communities, and are here for
the long run. This article examines how giving circles interact with
nonprofit funding recipients as a means to understand the impact of
the new philanthropy on those recipients.
Although some guidance is available to nonprofit professionals on
how to connect with new philanthropy donors (see, for example,
Briscoe and Marion, 2001; Grace and Wendroff, 2001; Schervish,
O’Herlihy, and Havens, 2001; Wagner, 2002), it focuses almost exclusively on very wealthy rather than average or middle-class donors and
largely fails to critically examine the potential impacts of the new philanthropy. Several community foundations and other institutions of
organized philanthropy have helped to create, host, or promote giving
circles as a means for improving and increasing philanthropy among
donors (Rutnik and Bearman, 2005), but have given little attention to
the effects of the new philanthropy and these funding mechanisms on
funding recipients. In the scholarly community, there has been a good
deal of philosophical debate about the value of venture philanthropy
approaches (Billitteri, 2000; Brainerd, 1999; Byrne, 2002; Sievers,
1997; Whitford, 2000) and the potential growth of donor control
(Ostrander, 2007; Schervish, 2007) within the new philanthropy environment, but these philosophical arguments beg empirical questions:
What are the consequences of the new philanthropy for nonprofit
organizations? What has been nonprofit professionals’ experience in
working with new philanthropy donors? This article reports on
an initial step in understanding the impact of the new philanthropy
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on funding recipients by asking executive-level and development directors about their experiences working with giving circles.1
Findings from the study indicate that giving circles seem to be
an important source of new and expanded resources for nonprofit
organizations, especially smaller and grassroots organizations (see
also Eikenberry, 2006); however, working with giving circles presents
both benefits and challenges. With a stagnant and even declining
level of private giving (Burke, 2001), coupled with cuts and changes
in government funding, new philanthropic tools such as giving circles may offer hope to resource-strapped nonprofit organizations, but
not without some challenges that reveal problematic tensions within
the new philanthropy environment.
This article begins with an overview of the giving circle landscape, and then discusses both the benefits and challenges of working
with giving circles on the basis of data gathered in interviews with
seventeen nonprofit professionals. It ends with a discussion of potential implications of the new philanthropy for nonprofit funding recipients, the philanthropic relationship, and society.
Giving Circles
What are giving circles? They share varying mixtures of six major characteristics that seem to make them unique in today’s philanthropic
environment. They pool funds, give away resources (including money,
in-kind gifts, and in some cases members’ time and talents), educate
members about philanthropy and issues in the community, have a
social dimension, engage members in volunteering, and generally
maintain independence from a single charity or nonprofit. It is the
donors, rather than philanthropic professionals, who decide where
funds should be distributed. From these characteristics, I identified
earlier three major types of giving circles: small groups, loose networks,
and formal organizations. These are examined briefly below. (For more
on this giving circle typology, see Eikenberry, 2006, 2007.)
Small groups consist of a small number of people who pool funds;
because the group is small, leadership and decision making are often
shared. An example of a small group is the Red Heart Society in
Omaha, Nebraska, or Shared Giving in Durham, North Carolina.
Loose networks typically consist of a core group of people who do
the ongoing organizing, planning, and grant decision making for the
group, and then individuals, who may or may not be considered members, participate intermittently around specific events such as a potluck
dinner. Funds are frequently given to individuals in need rather than
just to nonprofit organizations. An example of a loose network is Womenade, located in more than forty communities across the United States.
Formal organizations are more like traditional membership
organizations, with a board, committees, and in many instances
professional staff support. They are larger in size of membership than
the other types of giving circles, and the cost to participate tends to be
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Giving circles
seem to be an
important source
of new and
expanded
resources for
nonprofit
organizations,
especially smaller
and grassroots
organizations.
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Giving circles
bring younger
and female
participants to
the philanthropic
table and are
growing in
popularity among
various racial,
ethnic tribal, and
other identity
groups.
higher. The grant decision-making process typically involves committees or investment teams making grant decisions directly or making
recommendations for a full membership vote. The process is generally
more bureaucratic than with other giving circles. There is a stronger
emphasis in these groups on volunteer engagement with nonprofit
organizations. A well-known example of a formal organization is Social
Venture Partners (SVP), with twenty-four affiliates in the United States,
Canada, and Japan.
Who participates in giving circles? Data suggest that giving circles bring younger and female participants to the philanthropic table
and are growing in popularity among various racial, ethnic tribal, and
other identity groups (Eikenberry, in press; Lindsey, 2006). Giving
circles are attractive to long-time philanthropists and those new to
organized philanthropy. For both of these groups, participation seems
to increase the level of giving while bringing “new money” to the
nonprofit sector, especially to small and locally based organizations.
Members seem to learn about and give to organizations and individuals, and in interest areas they most likely would not have given to
otherwise. In addition, members seem to be more thoughtful,
focused, and strategic in their personal giving because of educational
experiences in the giving circle. Compared with more traditional
philanthropic mechanisms, giving circles seem to be something different in that they offer a more engaged, personal experience and
enable individuals of less wealth to actively participate in organized
philanthropy at a more significant level (Eikenberry, 2006).
Though it is clear that giving circles offer a different kind of philanthropic experience for members, research on giving circles has
largely ignored their influence on and relationship with the nonprofit
organizations they fund. SVP has done the most research in this area.
A 2005 study done at one affiliate found that investees appreciated
SVP’s focus on capacity building, multiyear funding, help from volunteers and staff, and the positive impact that funding from SVP
brought to their organization’s reputation. They also said the relationship can be very time-consuming (Ghosh, 2005). My earlier
study of giving circles found that the types of nonprofit organizations
attractive to SVP-type giving circles may not have the capacity or
readiness to respond to their more engaged and demanding style
(Eikenberry, 2005b). The specific goal of this current research is to
expand on findings from these earlier studies and hear directly from
nonprofit professionals, through qualitative interviewing, about their
experiences working with giving circles.
Nonprofit Professionals’ Experiences with
Giving Circles
To understand the effect of giving circles, and by extension the new
philanthropy, on nonprofit organizations, we interviewed seventeen
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nonprofit executive-level and development directors representing
organizations funded by the three types of giving circles previously
described (small group, loose network, and formal organization) working in various fields (arts, human services, education, and so forth), of
varying budget sizes, and located across the United States. These
organizations were selected from a database of grantees that have
received funding from giving circles, the data for which was obtained
from interviews and documents from an earlier study of giving circles
(Eikenberry, 2005b) as well as through a new search for information
using the Internet and article search engines.2 We asked these nonprofit professionals to comment on the interactions they have had with
giving circles and how those experiences compare to other types of
fundraising. Their responses are reported below by discussing the benefits and challenges that emerged according to their remarks.
Benefits
The nonprofit professionals we talked to, for the most part, saw many
benefits in their relationships with giving circles. Receiving funding
and other resources from the giving circle itself was beneficial, but of
perhaps even greater importance were the less tangible elements that
brought added value to the relationship, such as new volunteers,
additional resources, new contacts, prestige, and access to new
donors. These value-added elements were also seen as unique elements of giving circles compared to other types of fundraising.
Certainly, funding and other resources that the organizations
receive directly from the giving circle are significant. Among the nonprofit organizations in the sample, financial gifts ranged from a onetime $90 gift (from a small group) to hundreds of thousands of
dollars over several years (from a formal organization). These gifts
tended to be for a range of uses, among them general operating and
program expenses. Interviewees from organizations funded by small
groups and loose networks in particular mentioned how easy it was
to get funding from the giving circle. They found that the informality
and flexibility of the process made for a much more pleasant
fundraising experience; as one person described it:
People were happy to give away money . . . it was just so
effortless. I didn’t have to write a grant. I didn’t have to sign
in blue ink . . . I didn’t have to show a copy of my 501(c)(3).
It . . . was like the people sort of understood that . . . their
money went to a good cause and whether it went to . . . buying books or paying a trainer, or helping to pay for my health
insurance, or whatever . . . it wasn’t that sort of “I need a
receipt with exactly where this money went” . . . which was
pleasant for me [nonprofit professional 5, telephone interview, June 16, 2006].
This was not necessarily the case with more formal organizations
such as SVP, where the funding process is typically much more
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Along with
funding, giving
circles bring less
tangible elements
to the
relationship, such
as new volunteers,
additional
resources, new
contacts, prestige,
and access to new
donors.
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“Giving circles
have contributed
to the caliber of
our organization
in terms of people
and in terms of
the actual money.
Really, at this
point if it weren’t
for them, we
probably wouldn’t
exist.” (Nonprofit
professional)
involved; however, SVP’s focus on capacity building, multiyear funding, and contributions of volunteer and staff expertise may serve to
balance such time commitments as noted by SVP investees (Ghosh,
2005).
In addition to financial support, giving circle members in some
cases supplied the nonprofit organization with new volunteers and
additional fundraising and development benefits beyond the giving
circle. At least six of those interviewed noted they had recruited new
volunteers for their organization beyond time given through the circle. In one case, a giving circle member became a board member. Several interviewees also noted that they received substantial (and often
ongoing) gifts from a member or members of the giving circle beyond
the gift furnished by the circle itself. This correlates with findings from
other studies that show circle members often give to organizations
over and above the gift made through their giving circle (Eikenberry,
2005b; Ghosh, 2005; Guthrie, Preston, and Bernholz, 2003; Rutnik
and Bearman, 2005). Perhaps part of the reason for this, as noted by
some of the interviewees, was the very personal dimension they saw
in their relationships with giving circle members.
Also of benefit to several of the organizations in our sample were
the new contacts that giving circle members supplied or facilitated
that led to, or have the potential to lead to, additional resources. As
more than one person noted, giving circles seem to be made up of
people who are fairly well connected in the community and so can
open doors to “qualified leads.” This characteristic of giving circle
members also means that funding of an organization by the group
bestows a certain level of prestige, which might turn into future
benefits—notably, the organization’s ongoing survival (see also
Ghosh, 2005). As one person whose organization has received funding from three giving circles described it: “I would say actually, I don’t
want to use the word upgraded, but I think they have helped distinguish [the organization] even more so as a top-quality volunteer
organization. . . . I think they have contributed to the caliber of our
organization in terms of people and in terms of the actual money.
Really, at this point if it weren’t for them, we probably wouldn’t exist”
(nonprofit professional 3, telephone interview, June 7, 2006).
Finally, some nonprofit leaders thought a value-added benefit of
the giving circle was the opportunity it gave them to offer giving circle
members a more nuanced view of their organization and the context in
which their organization operates, because in many cases they were able
to talk to and work directly with circle members. Similarly, three interviewees noted the important contribution giving circles made when
they hosted events where funding recipients and circle members had a
chance to meet and discuss the issue areas in which they work.
Challenges
Although giving circles seem to offer great potential for bringing
many value-added benefits to the funding relationship, they also
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bring complexities unlike those typically posed by other funders. In
some cases, too, the value-added benefits do not materialize. In addition, giving circles often are not interested in being sought after, so
nonprofit professionals have to change their fundraising approaches
if they want to position themselves for circle funding.
One example of the complexity involved with a giving circle is
the complicated nature of cultivating relationships with its individual members. More than half of those interviewed described how difficult or even impossible it was to connect with individual donors in
the giving circles, whether by design or by default. Some giving circles actively discourage funding recipients from following up with or
cultivating their members for individual gifts by not sharing the
member mailing list or not allowing funding recipients an opportunity to interact with the circle’s members. In other cases, some said
they were not explicitly told not to cultivate individual members,
but they got the impression that it was not acceptable behavior to
do so.
The relationship can also be made more complex when giving
circles require a high level of interaction with the funding recipient (which tends to be more the case with formal organizations).
For example, a giving circle such as SVP might stipulate that part
of a grant application from a nonprofit must show how the organization can use volunteers. Sometimes nonprofit organizations
are in a stage where they do not need volunteers, so the organizational leadership must spend a good deal of energy finding work
for circle members. Negotiating this relationship can be extremely
time-consuming. Thus, there is at times a disconnect between what
the nonprofit organization really needs and what the giving circle
needs to meet its goals as a donor-education and engagement vehicle. Indeed, because of the mixed motivations of giving circles, it
is not always clear how a nonprofit professional should approach
the relationship:
Usually, you’re either talking to a private foundation, a corporation foundation, or an individual and . . . it’s pretty clear
what their goal is. Their goal is to give away money according to certain criteria or values or something. . . . I don’t
think anybody is sort of scratching their heads and saying,
“Gee what happens next?” [and] everyone understands it. I
think with these giving circles it’s a little less clear to us
exactly what we’re supposed to do [nonprofit professional 7,
telephone interview, June 19, 2006].
In addition, because of the newness of giving circles as a philanthropic mechanism and the newness of most giving circles in their
life cycle, where members are still trying to figure out the group’s
goals and processes, interacting with a giving circle can at times seem
like a moving target. One interviewee told this story:
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We sent staff to meetings with them [giving circle members]
to help them define their priorities and it all seemed like it
was pretty much on target; and then a month before the next
grant proposal was due, we got an update where their priorities had completely changed . . . and they in fact announced
with virtually no warning at all that they wanted everyone . . .
to apply as a collaborative, which meant that we had to all
go scurrying around to figure out [how to] get funding for a
collaborative when we all really wanted general support
money. So it was like somewhat inorganic extreme shifts that
would occur. And then the following year they shifted again
to something completely different and with sort of no kind
of warning [nonprofit professional 16, telephone interview,
Aug. 1, 2006].
Giving circles also seem largely to fund for only the short run.
Especially in the case of funding from loose networks and small
groups, funding recipients may receive a one-time gift (as opposed
to multiyear gifts, which are more often the case with formal organizations). Regarding such short-term giving, one person described
giving circles as practicing “flavor of the month” giving, and another
described funding from the giving circle as a “bonus.” Several interviewees said they generally could not depend on giving circles for
continuous or long-term support, though in a couple of cases within
our sample long-term relationships have been established with loose
networks. Because of the mostly short-term nature of funding from
giving circles, the value-added elements that giving circles can bring
to the table, those described earlier that go beyond funding through
the circle, take on even greater importance. Yet there were several
cases where the organizations in our sample received funding from
the giving circle, sometimes as much as $50,000, but nothing
else—no new donors, contacts, or other value-added aspects. The
relationship just did not seem as transformational as the giving circle
conveyed it would be and the nonprofit professional hoped it would
be. This disparity can be exacerbated by the patronizing attitude that
sometimes comes with funding from the giving circle or the lack of
knowledge some circle members have about nonprofit organizations—
a point raised by two of the interviewees.
Finally, for nearly all of those interviewed, the giving circle
sought out the organization as a potential funding recipient as
opposed to the nonprofit organization seeking out the giving circle.
In most instances, someone in the circle had heard about or was
already familiar with the organization (and in most of these cases
knew the director or someone on staff) and put the organization forward for potential funding. In three cases, an intermediary organization, such as an associated charity or community foundation,
suggested the organization for funding to the giving circle. In one
case, the circle asked their funding recipients for suggestions of other
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organizations to fund that were doing work in their area of interest.
Thus a clear message from those interviewed was that in order to
attract giving circle funding, the organization needs to be able to “be
found” by circle members. To this end, at least two of the nonprofit
professionals interviewed for the study were members of a giving circle; earlier research suggests that many nonprofit professionals are
members of giving circles (Eikenberry, 2005b).
Discussion and Conclusion
As shown, the experience nonprofit professionals have had with giving circles is mixed but generally positive. Some have been
extremely happy with the relationship; some have been somewhat
disillusioned, but still grateful for the funding they received. For the
first group, it seems that what makes the experience a good one is
that the giving circle members approach the nonprofit organization
with openness, flexibility, and a desire to help meet its needs. Rather
than being prescriptive and acting as if they have all the answers,
giving circles that approach nonprofits with value-added elements
such as access to members and new contacts, while giving consistent and clear signals (even if for the short run) about what is
expected, seem to be viewed by nonprofit professionals as good relationships. The second group, even though still grateful for the funding, saw that there was much more potential to be gained. Among
the clear and unique values of the giving circle is the potential for
added value beyond financial support. Help with needs such as
visibility, a voice, appreciation, connections, volunteers, capacity
building, and a host of valuables apart from money seems to make
for a beneficial funding partnership that balances out some of the
complexities of the relationship.
The experience of nonprofit professionals with giving circles
raises interesting and perhaps problematic issues for nonprofit
funding recipients and the philanthropic relationship in the new
philanthropy environment. Giving circles are multifaceted, with
competing missions to enhance donor experiences and make an
impact in the community. For this reason, building partnerships
with funders such as giving circles may require nonprofit organizations to invest time in donor learning and thus let go of some
control and organizational autonomy. Certainly the danger of too
much donor control has been an issue of concern in philanthropy
for a long time; however, in the new philanthropy environment,
where many donors want to be more engaged, this tension has
gained renewed focus (Ostrander, 2007). Nonprofit professionals
should be aware of these tradeoffs within the giving circle context,
where they may have to let circles serve out their own purpose in
order to benefit from the value-added elements of the relationship.
Giving circle members will also have to struggle with being open
and consistent on the one hand and “protecting” their own internal
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processes and goals on the other hand, while still attempting to
meet the needs of the nonprofit organizations they fund.
Thus there seems to be a tension between what Schervish and
Havens (2001) have labeled “supply-side” and “demand-side” philanthropy (see also Eikenberry, 2005a). In the first approach, giving
circle members are encouraged to participate in a way that is most
beneficial to them as members (and philanthropists) by learning
about needs in the community and perhaps funding a particular
project that excites them. In the second, giving circle members are
encouraged to meet the needs of the organization and the community by providing funding for general operating costs or for needs
that are not necessarily of special interest to the circle’s members.
As discussed elsewhere (Eikenberry, 2007; Ostrander, 2007), in an
era of government cutbacks the rhetoric from politicians and others
has been to increase reliance on philanthropy to meet needs in our
communities. The trends in the new philanthropy seem to be headed
in the opposite direction, or at least there is strong competition for philanthropy to focus on enabling donors to participate in the community
in their own way and for their own benefit instead of to allocate funding where it is most needed.
Notes
1. The interview sample represented organizations funded by the three types of
giving circles and giving circles of varying identity groups (women-only, young leaders), as well as different organizational budget sizes and fields (for example, arts,
human services, education). The sample included seventeen organizations. Four were
funded by more than one giving circle, and one of them was funded by three giving
circles. Semistructured interviews were conducted by telephone, ranging from twenty
minutes to one hour and seventeen minutes. Eleven executive-level directors, six
development directors or personnel, and one board secretary were interviewed. All
interviews were audiotaped and transcribed with the consent of the interviewee
(except one, in which half the recording was lost). MAX QDA qualitative data analysis software was used to systematically organize, code, and analyze the data. Analysis
followed a strategy set out by Maxwell (1998), which involved an iterative process
of contextualizing and categorizing strategies.
2. Owing to the difficulty of identifying and tracking down contact information
for (typically smaller) nonprofit organizations that have received funding from giving
circles, this is admittedly a small sample size. The findings should be seen as preliminary knowledge on which to carry out more broad-based future research.
ANGELA M. EIKENBERRY is an assistant professor in the School of Public
Administration at the University of Nebraska at Omaha.
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Nonprofit Management & Leadership
DOI: 10.1002/nml