As COVID-19 impacts us all in a spectrum of ways, it is important for nonprofit leaders to adapt their fundraising strategy to the times—and their unique donors. Here are eight ideas for your nonprofit to fundraise respectfully and authentically during a global pandemic.
As we all work to abide by social distancing guidelines, rolling with the tide of virtual fundraising and relationship-building has become imperative for nonprofits seeking to survive the COVID-19 crisis. That’s why we compiled the following eight tips for your nonprofit to engage donors with compassion and creativity throughout the pandemic:
COVID-19 has impacted every single person on the planet. Whether your donors are working virtually, responding in their own communities, struggling to find work, caring for others, or being cared for, let them know you see them. The more authentically you can connect, the more respectfully you can make a virtual fundraising ask.
Because so much has changed, so must your fundraising strategy. To carry on like “normal” would come off as out of touch. This crisis is the moment to show how you’re listening to your community and that you can learn how to get through it together.
Share the on-the-ground reality. People are stuck in their homes, so paint a picture of what’s going on in your organization’s world. Here are some helpful questions that can get you started:
For example, what many nonprofits need right now are emergency overhead costs. Feel free to be transparent about this with your donors. You may start by sharing how much you need to raise by the end of the month to keep going. Additionally, you may consider joining many of the nonprofits experiencing financial hardship that have launched emergency funds and sent out emergency appeals.
If your organization is looking for longer-term financial stability, then right now is a good time to grow your base of monthly donors. Set a goal, share it, and mark your progress! Because we understand the importance of monthly giving, GlobalGiving makes a point of matching all new monthly donations to GlobalGiving partners. [Learn more about joining GlobalGiving.]
We’re seeing a TON of creativity in virtual fundraising and relationship-building out there now that the world is online more. Host a virtual 5K, invite supporters on a sofa safari, partner with a yoga teacher to host a virtual yoga class for donations! Make yourself and your work accessible. Donors are seeking meaningful virtual engagement!
When connecting with your stakeholders via email, you may need to deviate from your usual sign-offs as an acknowledgment of the complicated times we are currently experiencing. For example, you might want to use more familiar language than perhaps you have in the past. Here are some great examples we’ve seen:
All your communications should be advancing your relationship with your donors and giving nod to the current crisis. Question regularly scheduled communications like newsletters, and ask if that’s what’s needed right now. And don’t forget to always follow up with heartfelt thank yous.
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