COVID-19: Should Your Nonprofit Be Fundraising?
How to Care and Create Value for Your Donors in Crisis
Brianna and I have been having a ton of phone calls with nonprofits about whether or not they should be fundraising amid the COVID-19 crisis.
Normally, this would be the second-largest fundraising time of the year – with spring donation letters and events in full force. But the speed at which life has changed has some nonprofits thinking twice about fundraising ... at least right now.
I love that I get to serve people who think about whether it’s right to earn revenue when the world is hurting.
Love. Love. LOVE YOU!
With that said, I think your decision comes down to your answers to these three questions.
Question 1: Do you need to fundraise?
Most nonprofits do, and if you’re in the human services sector then you know this is your time. That includes food banks, charitable clinics, and almost any nonprofit that serves people who are at risk from COVID-19 and its effects.
For our clients, these donation request letters and emails are already underway!
But what if you’re not on the front lines of the outbreak? You’re an arts organization, conservation group, or educational nonprofit. I think your decision depends on two factors: your financial position and whether you can find a way to create value for your donors.
If your financial position is shaky, then it’s your fiduciary responsibility to keep your nonprofit going. That’s a fancy way of saying you have a legal duty to do what’s in the best interest of your mission, employees, and organization.
Nonprofits that rely too heavily on one source of income, such as an event or particular grant, are in this position. But you can get creative and pivot to other tactics like direct mail, an online auction, or a partnership with a local business that helps you both out. If you need ideas, feel free to email me at laura@abejasolutions.com.
Bottom line: You have to find a way to create value for your donors. They’re home, sometimes afraid, often alone, and they’d love to know how they can make something good happen in the world. Something that reinforces who they are and what they care about.
Very few of the nonprofits we serve are in the position of the Carter Center and can graciously ask people to donate elsewhere. The Carter Center’s most recent 990 states they earn $130 million in annual revenue. This probably isn’t you.
Should a nonprofit pause fundraising for a few weeks to see what happens? Some folks are doing this to avoid being “icky” or because they believe there’s a finite amount of donor dollars out there.
For some groups, this may be a valid approach. You know your nonprofit best.
But please remember that fundraising isn’t just direct asks. It should always be much more about stewardship – showing your donors you love them.
So get on the phone now and talk to your donors, big and small. If you’re like most nonprofits, most of your donors are in the at-risk age group. Ask them how they are and if you can do anything to help them. Thank them for the generosity and tell them how you’re adapting.
Putting some goodwill out in the world right now will keep you in front of donors and support the success of your next appeal.
Question 2: What are you most worried about?
So, what should you say in a donation request letter or email? What words can possibly convey the enormity of what’s happening and how your nonprofit’s mission still matters?
It’s a basic truth of fundraising that you must speak from the heart. Most people give for emotional, not rational, reasons. And you, and your donors, are feeling plenty of emotions these days.
Use what you feel to write something raw, something vulnerable. Forget all the ivory tower proclamations and college words – most people cannot read that kind of writing anyway. Just talk like a human about things like fear, loneliness, hope, and joy.
Tell people what you’re worried about and what keeps you going. For example: A conservation group might worry that environmental damage is continuing, even as the world focuses on COVID-19. And that could lead to further suffering for people and animals. But you’re hopeful as the signs of spring provide rest and a sense of calm and determination.
Bottom line: Write short, emotional copy to your donors. Connect with what they’re feeling and show concern for them. Talk about how your mission makes our world better.
Then I’d go for a walk before editing that letter or email down even more. No one wants to read the lofty tomes we’ve been getting our in inboxes these days.
Just say how you feel, why you think we’re going to get through this, and what donors can do to make things better.
Question 3: What Will You Do with the Money You Raise?
This is an important point. Yes, you could do a general ask to “sustain your mission" through these tough times. We all know that unrestricted funds – generously given by small and mighty donors – keep the lights on for nonprofits.
But I think it’s important to pair that with a more specific ask right now. Something that people can picture and hold onto. Something that cuts through the fluff and is 100% honest about donor impact.
Is the donor helping an artist like Tara continue to put beauty in our world? Are they helping a young person like Damien pursue his dream? Are they protecting a particular forest from harm, so it will be there when COVID-19 is no longer a threat?
If you can, pair that specific ask with a core number. The always lovely Sandy Rees has a great blog on that.
Bottom line: The best fundraising is always urgent, specific and tangible. And it’s more about the donor and what they value than it is about your organization. COVID-19 hasn’t changed that. In fact, it’s made that kind of fundraising even more important.
If that’s a new muscle for you to flex, shoot me an email. I’m happy to talk you through it and send you some resources to help.
So if you need to fundraise right now, don’t feel bad.
Instead, put the donor first. Tell them what you’re feeling and how you’re adapting your operations. And be honest and specific about the value your nonprofit provides to their life and to their community.
Your donors are smart people. They will make up their minds whether to give to your nonprofit depending on their situation.
And you may just brighten their day by reminding them of something they love.
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