Just as I was calming down from my rant on tv’s coronavirus carnival barkers I opened a note from Nick Ellinger, who’s now over at Moore seeking asylum after fleeing the commotion here at The Agitator.

When Nick writes, I read.  Accompanying his note was a piece titled Anti-overhead is anti-charity.  It’s a disturbing reminder that in this age of conspiracy theories and right-wing malice and shamelessness some nonprofits may have more to fear than the virus.

Let me explain.

In recounting the €39 million  ($48 million) miracle that was the fundraising garden walk of the UK’s Captain Tom Moore, Nick sounded this warning: Even the most galvanizing, feel good charitable action that inspired the globe can fall prey to the likes of Rupert Murdoch and his media trolls.

Those of us who are safe, sound and leading our highly protected lives here in the U.S. are familiar with the venom spewed by Murdoch through the pages of his New York Post and over his state-dominated clown show bearing the oxymoron Fox News.

Nick’s note signaled that Murdoch’s mendacity is equally alive and well in the UK through the pages of his tabloid The Sun.  His latest target?   You guessed it.  The success of Captain Tom Moore’s 100^th Birthday fundraiser to benefit the National Health Service.

In a front page headline screaming “Give It Back”  The Sun called on the fundraising platform JustGiving to return the €300,000 it earned from facilitating the transactions for Captain Moore’s campaign.  This despite the fact that JustGiving contribute €100,000 of its own money to the campaign and even with its fees 97% of the money donated went to the charity.

Of course, as Nick asks, “Could Captain Tom have raised €39 million without JustGiving? Unlikely that that distributing paper donation forms and envelopes could have gone viral in this way. …the platform made this possible.  And clearly, if the NHS had a magic box where they could put in 300K and get out 39 million, their only question would be how many times they could use it.”

Not to focus on hypocrisy, but it’s worth noting that The Sun, as seen from the ad below, is not opposed to taking in advertising for use of its platform.  I guess they’re just opposed to other companies taking money from charities.

Of course, there’s nothing wrong with charities paying for advertising, platform and processing fees to raise money.

The ‘Fundraising Cost’ Bogeyman

So, what’s the problem and what’s the warning.

The problem is that using fundraising costs as a cudgel the likelihood grows greater and greater that in this highly partisan atmosphere many charities could fall victim to these hit job tactics.

Think it can’t happen to your organization?  Don’t be so sure.  If you deal with coronavirus, voting rights, civil rights, immigration, the environment or any of a host of issues be prepared to be attacked.

And the attack won’t necessarily be head-on.  Rather, we know from experience and have reported in The Agitator how the opposition resorts to invoking state fundraising regulations –especially those involving the cost of fundraising.

So…get prepared for the hit jobs with questions like…  Why, given that you’re a charity, do you pay people?  And why do you pay them so much?  Why do you spend what you spend on marketing and fundraising?  Why? Why? Why?    I guarantee the right-wing media hit-misters will have more questions about your costs than any bean counter in your own organization.

That’s why you might want to bone up on the issue of fundraising costs and get prepared.  Here are a couple of quick resources to bookmark and share with your CEO and comms folks.  Have them watch Dan Pallotta’s widely viewed TED Talk,  The way we think about charity is dead wrong.  Then distribute these two Agitator posts Fundraising Costs and Investment and ‘The Less Cost is Best ‘Fallacy.

You don’t have to take a vow of poverty, but you sure have to be prepared when the smear campaigns come your way. Failure to do so could cost you millions. See this Agitator post on the fate of the Wounded Warrior Project.

AND…when you see what Nick saw in The Sun sound the alarm.  There are lots of crazies, malcontents and just plain mean folks out there.  They’re increasingly emboldened. Each of us must call out and battle their bullshit and misinformation.

Nick reminds us of Ben Franklin’s admonition: “We must indeed all hang together or, most assuredly, we shall hang separately.”

Roger