Nonprofit Crisis Response Tip-a-Day-DO-Dah!
How will you and your nonprofit make it through these trying times?
Two words:
EMPATHY.
INNOVATION.
These are the two qualities most needed in today’s topsy-turvy world. And they’re by far the best way to connect meaningfully with your constituents.
I’d like you to think of them as your newly essential fundraising and communication strategies. Apply them to everything you do for the duration of this uncertain, challenging time. Do not send out an email, a newsletter, an appeal, a social media post or anything else without first running them through the screen of these two approaches.
Let’s begin with empathy.
You’ll get nowhere unless you begin by taking stock of what is likely running through the minds of those who rely on you. Those you serve (clients, patients, students, families, members, ticket buyers, visitors, volunteers). Those who serve them (staff, volunteers, donors, vendors, community partners).
Trying to talk to folks now about what you talked to them about last month – or even last week – will seem painfully irrelevant. Your messaging should provide answers, not raise questions. For example, if you give out loans and grants, but don’t modify your website messaging, will constituents believe your program is still robust given recent federal grant cutbacks? If you were meeting your community’s need for food pantry distribution last month, are you still meeting it today using the same strategies and sources of funding?
‘Business as usual’ is not where our heads are at.
Those who rely on you and your organization are desperately longing for you to tell them what is changing. And how you will address these changes. This includes your supporters. It doesn’t need to be all doom and gloom. It just needs to be honest. And proactive.
People need a little hope. And connection. A sense we are one in humanity. A sense if they tend the garden now, flowers will bloom again next spring. When we give love and understanding, we will thrive. It may take a while, but it will happen. You, and your donors, will make it happen!
Do what you can to begin with love and understanding.
Philanthropy, in the truest sense of the word, is what’s going to save you now. Never forget the roots of the word ‘philanthropy.’ It means ‘love of humanity.’ That’s what has always saved us. Communities that care for one another survive. Reach out to everyone who can help. It’s true we get by with a little help from our friends.
Of course you need major donors right now. So you’ll want to reach out to any loyal supporters you have who may be able to provide some significant additional support. Let them know how much you value and appreciate them. Don’t fear you’ll look greedy. They may or may not be able to give more; they won’t be surprised you asked. In fact, they may be more surprised if you don’t.
Also — and this is important — don’t neglect anyone on your lists at this point in time. Specific, manageable requests will be particularly well received right now. I’ve never in my lifetime heard so many people asking: “what can I do to be of service?” You have a golden opportunity to answer this question for people. Giving is something that will bring people meaning and joy.
Let’s take a look at innovation.
Remember, this is not ‘business as usual.’ Status quo is generally a bad way to manage if you want to thrive, not just survive. Right now? Doing things the way you’ve always done them won’t work at all. What will get your messages to stand out? Certainly not your same-old emails and appeals. Try to add in a little bit of something extra. Something authentic. Something relevant. And something attention-grabbing. Novelty. Fun. Inspiration. Prayer. Social action. Whatever is best suited to your particular brand and community.
Don’t allow fear or despair to stand in your way. Navigating fear and change is tough. But… in tough times, the tough get going! Of course, as good as that sounds, staying tough when you feel like crying isn’t always easy. So please allow me to share this inspiring article from a coach and friend of mine, Tara Mohr: what’s helping me ground myself now (core values exercise). What values or energies most matter to you? How might you align your life and your work around those energizing values right now? Look for opportunities to innovate your approach.
Do not stop fundraising! Do not stop communicating!
This is absolutely not the time to stop building donor relationships. You and your supporters are in this together. Treat them like family. When you talk with your family, do you pretend you’re living in the same world you lived in two months ago? Of course not! If you want to seem in touch with reality, your story and appeal has to be all about the current threats – and how you’ll pull through together. Show them you can be trusted to be truthful and fulfill on your promises.
The philanthropic value-for-value exchange has always been a symbiotic one. You need donors; donors need you. Stop focusing on the “fund” part of fundraising (dirty money) and hone in on the “philos + anthropy” (love of humanity) part of being a philanthropy facilitator. Engage with people in a manner that makes giving not just easy, but joyous. Whatever problems you’re facing today, let people know. So they can help. It’s good for you; it’s good for them.
Whatever your mission, part of your business is to create a supportive community.
Do that! Here are a number of ways to build and strengthen your ties to supporters.
1. Build community using your e-newsletter, blog and social media.
People today are hungrier than ever to hear from people they care about. Don’t worry about building big, jam-packed tomes with tons of content either. You don’t have time for that, and neither do your constituents. Quick and nimble is the order of the day. Plus, you want folks to actually read what you send, right? People would rather hear from you a bit more frequently now, with just the current news (let’s face it; the news changes hour by hour). Work on your email subject headlines to encourage folks to open your email (abandon generic titles like “April Newsletter” that scream ‘business as usual.’)
2. Ask for donor feedback.
It’s a great time to send an engagement survey that asks folks what they value most about your mission. This reminds them why they care about you, and also gives you valuable information to use in your fundraising – today and tomorrow.
3. Send straightforward donor-centered appeals.
There’s no need to throw fundraising 101 skills out the door. The rules still apply. You should always make appeals about the work you do and the outcomes accomplished. Not because of how great you are, but because of your donors’ support. Never send an appeal that says “We need.” People don’t give because you have needs, but because of the needs that are met due to the generosity and caring of your valued supporters. Cross out all the “we,” “our,” and “your organization’s name.” Replace with “you,” “your,” and “working together” good things will happen.
4. Create community virtually among committed supporters who care deeply about what you do.
You can raise money and create community simultaneously. Savvy organizations are leaning into virtual town halls, group conference calls and the like to connect quickly in real time. Beyond discussions and Q&A, they’re also asking for monetary commitments to help create the change everyone on the call (by virtue of being there) wants to make.
Finally, here’s a little summary ‘fundraising in trying times’ advice:
- Don’t pretend things are normal. That fundraising copy you’d already prepared to send out in April just may not sit right with folks today. Perhaps you were intending to raise funds for a special project? That’s a great idea in normal times. Right now, however, may be your best chance ever to raise money for your general operating budget – without which you may not be able to keep your doors open.
- Be honest with your supporters. Believe it or not, they’re likely worried about your situation too. How are today’s climate disasters, economics, politics or other issues affecting those who rely on you for services or their livelihood? Tell your current story. It’s likely more compelling than it’s even been!
- Don’t abandon those who rely on you. Know that it’s not just your clients and staff who need you now; your volunteers and donors need you too! Send them reassuring, inspiring messages. Consider beginning communications with “How are you?”
- Ask for the urgent help you need. Make it easy for folks to support you by putting an “Emergency Response” message front and center on your website if this makes sense for you; send folks via link to a special landing page you’ve created just for this occasion. Also, send this message every way you can think of: email; social media; mail; text; phone call.
- Stay as upbeat as possible. Remember, people are worried. It’s not just you. While supporters want to help, they also need help. A reassuring word can go a long way. Let people know you’re there for them, and look forward to continuing to be there for them for a long, long time. Folks need to know you’re committed to weathering the storm and sticking around (hopefully, with their help!)
- Thank, thank, thank. Thank people for everything and anything you can think of. For past support, today’s support and tomorrow’s support. For spreading the word, advocating on your behalf and simply keeping you in their thoughts and prayers.
Blessings to all.
Photo by Jon Tyson on Unsplash
