Charity Choices

A Resource for Donors

How Promotion Impacts CFC Giving: The ‘Wounded Warrior’ Phenomenon

            One of the most noteworthy developments in the CFC during the past few years has been the rise of the Wounded Warrior Project, which has come from nowhere to raise the third most in the 2013 CFC -- $4.6 million. It invested heavily in promoting its work and brand, both in the CFC and in many other ways.

             Its promotion didn’t just help it raise much more money, it also helped many other CFC charities with “wounded warrior” in their names raise more money.  The first chart below shows this impact.  Collectively, these “wounded warrior” charities raised 166% more money in the CFC during this four-year period, when the average CFC charity went down 31.8%.

            WWP’s promotion also impacted most other military/veterans charities in the CFC.  The second chart shows this.  Except for Fisher House Foundation, the 4th largest recipient of CFC donations in 2013, every military/veterans charity that was in the top 100 in 2009 has gone down.  The average decrease for these eight charities was 64.4%, double the average decrease for all National/International CFC charities.

“Wounded Warrior” Charities (Top 100 2013 CFC)

 

2009

2013

2009-2013

Change

Wounded Warrior Project

1,441,293

4,604,800

3,163,507

219%

Wounded Warrior Emergency Support Fund

606,890

 

657,200

 

50,310

 

8%

Wounded Warriors Family Support

433,144

367,300

(65,844)

-15%

Wounded EOD Warrior Foundation

145,367

509,700

364,333

251%

Angel Canines for Wounded Warriors

0

486,100

486,100

 

Wounded Warriors in Action

0

352,000

352,000

 

TOTAL

$2,626,694

$6,977,100

$4,350,406

+166%

           

Non-“Wounded Warrior” Charities (Top 100 2009 CFC)

 

2009

2013

2009-2013

Change

Fisher House Foundation

2,475,579

2,750,100

274,521

11%

Disabled American Veterans

1,598,662

953,100

(645,562)

-40%

Special Operations Warrior Foundation

1,190,450

694,000

(496,450)

-42%

Armed Forces Family Survivors Fund

687,282

131,100

(556,182)

-81%

Homes For Our Troops

489,923

241,000

(248,923)

-51%

Veterans of Foreign Wars Foundation

484,232

238,000

(246,232)

-51%

Archdiocese for the Military Services, USA

408,404

397,200

 

(11,204)

 

-3%

Injured Marine Semper Fi Fund

634,023

314,000

(320,023)

-50%

Marine Corps – Law Enforcement Foundation

308,787

102,800

(205,987)

-67%

TOTAL

6,977,100

$4,350,406

(2,456,042)

-30%

TOTAL w/o Fisher House:

$4,501,521

$1,600,306

$2,901,215

-64.4%

 

 

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