Word to the Wise – Fundraising Forward
Health officials have reminded us to be vigilant and smart as we go about our daily lives. The same is true for fundraising moving forward.
Don’t Stop
Studies have shown that organizations that stopped fundraising immediately after a crisis like 9/11 had a significantly harder time recovering financially than those that kept going. There is an inevitable decrease in donor activity during a crisis, but it’s critical for your organization to continue its efforts. Expect that there will be less to go around as donors reconsider their own financial situations.
But remember that your donors don’t stop supporting your mission because of a crisis. In many instances, they understand the need to increase their support.
One way to gauge your donor community is to poll some of them. A few calls to donors at various levels of giving will give you a good idea of where to focus your efforts, both in the short term and beyond. You’ll learn a lot about how donors are feeling about your organization and its mission, and where you fall in their list of financial priorities. Your supporters may be the best source of ideas to help refocus your fundraising efforts.
For major donors, a personal check-in lets them know that you are thinking about them and that you value their support. You can continue to stay meaningfully connected in this way, at a distance.
Indeed, by focusing on enhanced donor stewardship, you’ll encourage deeper engagement overall, which can help you recover more quickly. What does this look like: more social media posts to raise visibility; more reporting on how support has impacted your mission; more outreach overall.
Revisit Events
Many nonprofit organizations hold large annual fundraising events that account for a large portion of their budgets. Obviously, safety concerns about large gatherings will affect events moving into the next gala season.
Should you continue, reschedule, cancel, or retool? Many factors go into this decision, including the date of the event, its size, and complexity, as well as your ability to reschedule given your usual calendar. However, deciding early will give you more options.
Some organizations have moved their events online or taken a virtual approach. While it’s too early to tell how effective these types of fundraising events are, they are appreciated by donor communities at least in terms of effort. They may also teach good lessons for the future in terms of return on big event organizing and expense. Maybe there are different ways to approach events—a blend of online and in-person activity may suit your organization well.
Show the Love
Take a critical look at the messaging in your communication channels. It’s important to acknowledge the obvious—we are all affected personally and professionally by this pandemic—but showing gratitude and sharing hopeful messages will create a positive association with your organization and preserve giving relationships.
For example, continue to tell stories of how your organization has made an impact and improved the community. Recognize donors for their gifts and board members and volunteers for their talents and hours of work. Show appreciation for those who have helped you through difficult times. Everyone likes a thank you, and everyone appreciates knowing their efforts are making a difference.
No one knows what the “new normal” looks like, but remember that the basics of fundraising and your mission haven’t changed. Continue to engage authentically with your various constituencies, and they will continue to support your mission.