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State residents give more in '96 But Oregon falls to 40th in dollars per household By SUSAN JAY The "Giving in Oregon" report holds some good and bad news for local and statewide nonprofit agencies and charities. Oregonians gave more -- an estimated 23 percent more -- to charity in 1996 than in the two previous years, but that amount still lagged far behind other states, according to The Oregon Community Foundation report, which is expected to be released in December. Also, 29.6 percent of all Oregon households gave to charity, making the state 14th in the nation in the number of households that give. But the state's consistently low national ranking in the average contribution per household presents a challenge, said Greg Chaille, president of the foundation, which is based in Portland. The state ranked 40th in that category in 1996, down from 38th two years earlier. The foundation manages 540 charitable funds worth $250 million in assets, set up by families, individuals and groups. The foundation's administrative costs are .77 percent of total assets. Its 17 employees invest and manage the funds, and administer grants and the giving process with the help of 400 volunteers across the state. The report also shows that wealthier Oregonians give a smaller percentage of their income than those who earn less. In 1996, Oregonians earning more than $75,000 gave 2.4 percent of their annual income, while those living on less than $20,000 gave 6.5 percent of their annual earnings. One way to change this trend would be to tailor messages about philanthropy to some of the state's wealthier residents, Chaille said, including the newly rich -- those who have made their fortunes within one generation -- technology professionals and newcomers to the state. Despite the state's number-40 ranking for per-capita contributions, officials of some local nonprofit groups say their coffers are growing. They also say, however, that their needs are still great. The United Way of Jackson County, now in the midst of its annual fund-raising campaign, has "been on a roll," said executive director Dee Anne Everson. The nonprofit agency has seen its number of individual donors increase as well as the amount of corporate and foundation giving. "The United Way per capita giving is actually increasing, because of the ability people have to give through payroll deductions,'' she said. United Way had more than 32,000 donors in 1997. The average contribution is $98, whereas studies have shown the average door-to-door donation to be $25. The majority of United Way givers fall in the lower income brackets. Several factors are responsible for United Way's healthy contributions, Everson said. They include growing concern and a desire for a safer and healthier community, more United Way-sponsored programs and agencies and new types of funding that help emerging nonprofit groups. Another group that has seen contributions and support rise is the Community Health Center. It raised more than $245,000 in 1997 to build a new Ashland clinic site. Peg Crowley, executive director, said the center has seen an increase in giving, but it's not been enough to keep up with expenses, especially those involving recruiting and keeping medical staff. The majority of the center's contributors also are middle-income residents. "I think the very affluent of the community tend to give in larger amounts to larger projects." It helps when nonprofits also reach a certain size, because size can give organizations credibility, she said. "Fund-raising takes time. It takes agency resources," she said. "It takes a lot of involvement and it takes someone willing to ask." Crowley said fund-raising has become more difficult because of a proliferation of nonprofit organizations locally, all competing for the same dollars although not serving the same needs. Also experiencing increased giving is the Britt Music Festivals, and that's partly due to the area's changing demographics, said Russ Levin, Britt's development director. More families and more young professionals are moving to Southern Oregon, he said. That means more dual-income households with different giving patterns. "Because we're seeing different people, the overall pool of donors in the Rogue Valley is growing tremendously," he said. "The arts and cultural organizations recognize this and it's helping them." Most groups are able to reach their fund-raising goals, he said. And, he said, "We're seeing a lot of growth in local business and they are able to contribute a lot more." Mail Tribune Copyright � The Mail Tribune 1998, Medford, Oregon USA