Hawai'i nonprofits seek to raise money in tough times

By Beverly Creamer
Advertiser Staff Writer

Hawai'i's nonprofit organizations — from theater groups serving school children to medical associations fighting birth defects — are hoping Hawai'i's traditionally generous public will "stretch a little more" in these tough times to support favorite charities.

Honolulu Theatre for Youth is among nonprofits concerned for its financial future in the current economic climate; here, Monica Cho gets fitted by costume director Casey Cameron for her appearance in "Beauty and the Beast." Richard Ambo • The Honolulu Advertiser

Nonprofit organizations that don't have a social service role know that, in such perilous economic times, it can be hard for contributors to justify a gift to, say, an arts organization when the food bank is in need.

They are responding by tightening their belts and honing their messages.

"We're trying to freeze spending," said Carmella Hernandez, state director for the March of Dimes, which counts on bringing in about $800,000 annually to support research into birth defects.

"On Oct. 19, we have the Governor's Ball, and generally about 1,000 people come to that event, our biggest. We were in the middle of selling tables when it (the Sept. 11 terrorist attacks) happened and it came to a dead stop for two weeks ... I don't think we're going to hit that thousand mark."

As emergency strategy meetings are convened all over town to discuss the impact of the terrorist acts, one of the biggest concerns is how to walk that delicate line of asking for money in such a difficult time, with such great need elsewhere.

Some groups, such as the Rehabilitation Hospital of the Pacific Foundation, postponed annual fund-raisers out of "respect for those affected by the tragedy," said spokesman Michael W. Perry.

But others felt they needed to go ahead, especially with events that had been scheduled for October.

With cash reserves sufficient for just two months, Hawai'i Public Radio had no choice but to proceed with one of its two major annual on-air fund drives this week to keep its $2 million budget on target.

A mailing that preceded the on-air campaign and hit Hawai'i mailboxes Sept. 9 or 10 "got blown away," said Michael Titterton, president and general manager of Hawai'i Public Radio. Less than one-fifth of the usual $80,000 has come in from that appeal.

Titterton has tried to reassure staff that they need not be apologetic about trying to raise the $347,000 needed. "It's easy to jump from there to thinking 'Who's going to care about public radio?'" said Titterton. "But the reality is we have to raise that money."

An irony is that the increased audiences that came from people's hunger for news in recent weeks actually will cost the organization money: the cost of programming from National Public Radio and Public Radio International are based on the size of a station's audience as measured by the Arbitron ratings.

One organization that has been particularly hard hit is Honolulu Theatre for Youth, a much-lauded company that annually produces a season of eight shows seen by 130,000 school children and the general public.

Producing director Jane Campbell can't even worry yet about fund-raising: She's been desperately seeking new venues for "Beauty and the Beast," scheduled to play at Richardson Theater on what is now a locked-down military base. She also has been overseeing a scaled-back redesign of the sets.

While the military command at Shafter has now approved performances on base for school children — as long as the theater group submit Social Security numbers for all 200 teachers and bus drivers involved — public performances are out, Campbell was told.

"Thanks to a great deal of help from the theater community, we're going to play Oct. 13 at Diamond Head Theater and then Oct. 21st at Kennedy," said Campbell, adding that her organization was still trying to recover from devastating financial losses that resulted from canceled shows during last year's teacher's strike, as well as the Asian Development Bank convention that closed McCoy Pavilion in the midst of a run.

"We're in a huddle to see if we can get a third theater for a third weekend," she said.

For many of the groups that depend on public generosity for their survival, only time will tell. So this is a time to be creative, said Bonnie McMahon, vice president for major gifts for the American Cancer Society of Hawai'i. It may well be the time to recruit new volunteers and perhaps even add another event.

"Charities will face a more difficult year, but the ones that are well organized will know they have to work harder to be able to make ends meet," said McMahon. "There's a great saying 'The best time for a charity to raise money is when it needs it.' So this well could not be a bleak time at all."

Some will be looking closely at how other campaigns fare, such as the Aloha United Way campaign which is hoping to raise $13.6 million — to get a sense of community support. But for many, there is no choice but to wait and see.

"The biggest test will be the upcoming Christmas Seals campaign," said Mary Miller, chief executive of the American Lung Association of Hawai'i. "It should be in the homes this week and next.

"We know it's a difficult time for everyone, but Hawai'i has a marvelous nature," said Miller. "The people of Hawai'i have always stretched before, and we're counting on that happening again. We're trying to be optimistic in all of this."

Sales of Christmas Seals usually bring in about $800,000 of the association's $1.5 million annual budget, said Miller. Another $80,000 is raised by the annual Breath of Life award dinner scheduled for Dec. 1 at the Sheraton Waikiki. Table sales began in January, said Miller, and although they slowed after the attacks, they are once again coming in.

"But we attribute that to Malcolm Koga, and the aura he brings," she said. Koga, a tireless contributor and fund-raiser, is being honored at this year's award dinner.

Like the lung association, many organizations are counting on Hawai'i's legendary generosity. The 50th state always has outpaced others in per-capita giving, and groups in need are hoping that will continue, even in difficult economic times.

At this point, ticket sales for the Heart Ball, the American Heart Association Hawai'i chapter's usually sold-out February fund-raiser, are still doing well.

"We're kind of holding our breath that things will get back to normal and we'll do OK," said spokesman Don Weisman. "Nationally, they've had a lot of Heart Walk events, and there's been a 20 percent increase in attendance. People have turned the walks into marches."

"At the beginning of the fiscal year, it never looks easy," admitted McMahon of the American Cancer Society. "But we outpace giving on the Mainland, and if there was ever a state who can weather a difficult period, it's Hawai'i.

"There've been tough times in Hawai'i before, but people tend not to forget their charities."

Donna Bebber, director of development for the Honolulu Symphony, is counting on that, and grateful that the orchestra's fund-raising doesn't start until after Christmas, culminating with the Symphony Ball in May.

"I think the donations will come back, even though people are hurting," said Bebber. "You hope for the best and plan for not the best. But I'm very optimistic. Every organization still has an important mission. And if it's been important to you in the past, you need to continue that and maybe stretch a little more."