Source: Emily Silverman, The Bottom Line: Managing Library Finances, Vol. 22 no. 1, 2009
From the abstract:
The purpose of this paper is to provide suggestions for sustaining effective marketing and fundraising in challenging economic times. This paper discusses and gives examples of marketing and promotion strategies to sustain fundraising. This paper proposes that, in an economic downturn, donors and stakeholders will respond to positive messages rather than tales of woe. The value of this paper is in its suggestions for telling the library’s story in ways that encourage financial support.