One residual of the economic downturn is the fact that donations are down. According the Chronicle of Philanthropy, despite a sharp rise in giving by the wealthiest Americans, the rest of society has begun to hold back with worry that another recession will hit. A survey by the Chronicle of Philanthropy shows that charitable groups expect to receive one percent less than they did last year. While that may not seem like much, it represents millions of lost charity dollars.

As a charity, you are competing with many other groups for donations. It may be the tiniest, seemingly most innocuous thing that leads an individual or organization to donate to a cause other than yours.

Drexel University says that reputation is the single most important asset entrusted to a CEO, and that protecting the reputation of your organization is a holistic business activity that combines strategy, marketing, communications, and management. In other words, every player on your team needs to become part of protecting your reputation.

The Federal Trade Commission routinely educates the public, warning them to check the reputation of a charity prior to giving donations. A strong reputation is not easily built, but can become easily lost. Something as simple as an inappropriate remark by a key employer to a newspaper, a tasteless cartoon on a web site, or an accusation of poor behavior can sink your charitable ship.

Make it an Organizational Effort

Everyone, from the person who answers your phone to the CEO, is responsible for your organization’s reputation. The discussion regarding reputation should not take place in a small board room with only key players, but with everyone who is in any way associated with day-to-day operations.

Monitor

For anyone who is not technologically savvy, it can be tempting to stay away from your company website or the Internet in general. However, it’s important to remember that the web is a world where small sparks of rumor become raging wildfires. It is vital that someone in your organization checks all media sources each day in order to head gossip off at the pass.

Know When You Need Help

Once something negative is out there, it is nearly impossible to bury it. An organization like Reputation.com uses all the tools at its disposal to push the negative information down while building your organization up. One disgruntled former employee can bring charitable donations to a screeching halt. Know when you need a professional to help you clean up the mess.

Revisit the Subject

The reason teachers and television shows like Sesame Street repeat the same lessons is because repetition works. Continually visit the subject of reputation with your employees and volunteers. Remind them that what they do — even while away from work — reflects on the organization.

Create a Positive Buzz

According to Digimind, more than 80 percent of damage to reputation occurs due to a mismatch between buzz and reality. Even if there’s not a scrap of truth to it, gossip becomes intertwined with reality in the minds of readers and it can take years to un-do the damage. In order to make it harder for people to believe unfair gossip, be sure that your organization makes “positive buzz” a priority. That means sending out newsletters highlighting the accomplishments of your group, sharing special stories with media, and involving people with strong reputations in your charitable efforts.