Fundraising in times of adversity!
I have been asked lately about fundraising during this time. Should we? YES! How?
As I reflect on fundraising overall, I remind people that fundraising is a relationship between your organization and people who love your vision and mission. That mutual goal doesn’t disappear when times are tough. Typically, that relationship can be enhanced. But how?
Communication! A lot of communication!
During this pandemic, have you cut ties to your parents, siblings, or friends? If you haven’t then why would you cut ties with your donors?
To me, the most important part of the communication during challenging times is expectation. When a relationship exists, even informally through social media, we have to alter our expectations as we each face adversity together. We may not reach our ultimate goal together, but we can reach a goal that meets both our challenges.
The sob story of your woes and budget challenges is not compelling. I cringe when I see NGO’s singing the poor me story. Your mission and what the organization needs to fulfill it during this time is what compels people. That is what brought them to you in the first place. That is what they have normally funded. If every time you heard from your family member during a mutual crisis, it was all about losing their car, not making a house payment, not making ends meet and nothing about you, how would you feel? Guilty? Hopeless? Wanting to avoid? While it is important to be transparent, stay on the positive side. With your help through this adversity, we will continue….
We must still ask for gifts – people still want to help and sometimes when they feel the world is collapsing, they really want to help. Give them the grace of asking and acknowledging that while it may not be at the same level, each and every gift during this time is critical. Make sure they feel valued! Make sure they know your mutual mission will be impacted by their gift.
As Chany Ockert noted in her blog on Thriving During Fundraising Slumps, “remind yourself not to make the decision for the donor. Often we mask our own uncertainty or fears or discouragement with statements like, “It’s just not a good time to ask.” But, that becomes a self-fulfilling prophesy.”
During 2008, my major gift fundraising was focused on personally reaching out to people. They know I am a fundraiser and why I typically reach out. Either in person, email or on the phone; I honor that all of us are having our own struggles and let them know I understand that. First and foremost, I reach out to see how they are doing. Depending on the communication, I may simply update them or ask for a gift to help as much as they can. If they cannot make a gift, I make sure they know I still value them. Something like, “I know you will give when you can. I just wanted to let you know that I have respected, appreciated, and noticed your generosity, and I am always grateful for your moral and financial support. I am glad that you are well and hope you will keep in touch. When this crazy time passes, I look forward to signing that thank you note once again. In the meantime, keep us in your hearts as we will you.”
When we create a long-term fundraising program, it is not just the donation. It is the donor, the person, who is in the fight for our mission, with us. They become our organizational family and thus, communicating at a higher level than normal becomes important.
I think the most interesting part of 2008 for my organization at that time was that our program remained solid. We communicated through all the different channels we had and people gave. Research has shown that people do give during tragedy and not to just the organizations that are directly impacted. (See the Better Fundraising Company article) The deep feelings we hold inside us for the tragedy is often expressed in helping the organizations we love even more. I cherished the notes I received that said they couldn’t give as much as last year but wanted me to know they felt my passion and wanted to be in the fight with me. As I got the notes, emails and calls, I was very grateful and convinced that when we put our best foot forward, invite others to join even in tough times, they will. For those who could not give, I was understanding and gave them confidence that our paths would cross again. While today’s pandemic is not the same as 2008, it is similar. I think the one difference is that people are craving communication, connection and a burning desire to help. I hope you will give them that honor.
In a most recent article entitled, “Fundraising in a Pandemic and Economic Downturn: What Will Happen, How You Can Succeed,” Jeff Brooks summarized with this paragraph.
“Your donors will be more bonded with your organization compared to other organizations that didn’t treat them as well, which means retention rates and average gifts will increase.” Check out the article from the Better Fundraising Company.
Communicate well and frequently! If you need help, I am here!
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