COVID-19 is having a huge impact on nonprofit organizations. Massnonprofit News reported that based on Candid’s newly completed analysis of more than 300,000 organizations, up to 11% of nonprofit organizations in the United States could close if the COVID-19 pandemic lasts three years. The most optimistic scenario shows 3% shutting down. During this time of uncertainty and the highest unemployment rate since the Great Depression, nonprofit organizations may feel conflicted when moving forward with fundraising efforts at a time when their potential donors may be financially strapped. Asking for money could mean survival for organizations who rely on public support to keep their programs running, and even in a time when funds are tight for everyone, outreach and events must go on. Here are some important things to keep in mind when fundraising during a global pandemic.
Be Human and Honest
It is important to position your messaging in a way that acknowledges that you understand money is tight for many right now. Even more importantly, it is critical to be honest about the financial position your organization is in. Whether you are sending a letter to ask for donations, or sharing a weekly newsletter, add a personal note from your executive director or a quote from someone who found relief from your services. Share the financial impact of the pandemic on your organization, and how much you are hoping to raise. Providing numbers and anecdotes gives context for a donor to consider when deciding whether to give.
Highlight the work your organization is doing related to the hardships
Many nonprofits are a resource for relief during a crisis and showing potential donors the impact that your work is having on the community may inspire the public to give. While nonprofits are providing the support, they need support in return. Use your organization’s social platforms, newsletter, and the media to share the human-interest stories and evidence that shows that the work you are doing is making a difference directly related to the struggles many are facing.
Share directly what a donation will be used for
When asking for money, it is important to share exactly where their donation is going. In an experiment published in the Journal of Economic Behavior & Organization, donors experienced higher levels of happiness when causes explained how funds are used to make a difference in the life of a recipient. When people are satisfied knowing where the money Is going, there is a better chance they will continue to donate to future fundraisers or become a consistent source of income for your organization.
Allow for the donation to be made later
A study by the National Bureau of Economic Research showed that giving increased by 50 percent when donors have the option to have a donation made at a later date. If you are asking for a money during a time when money is tight, people will be more likely to donate knowing that the money will come out of their account later.
Find creative ways to say thank you
It is important to acknowledge those that have continued to support your organization while in a tough financial situation in some way, be it a note, email, or call. Don’t be afraid to think out of the box. Create a short video thank you letter that includes footage of your work. Pay tribute to your donors in your newsletters and on your social media channels. Add personal touches to mailed thank you notes by handwriting them or having your executive director sign them. A thank you is a must anytime someone donates but giving a little extra effort when it may have been hard for someone to give, can go a long way.
Regardless of the financial situation your organization is currently facing, the above practices may be essential someday soon and it is important to be prepared.
Learn more about best practices for developing stronger messaging to compete for donors and dollars
