3 Nonprofit Crisis Appeal Mistakes You Don’t Know You’re Making

I’ve already written encouraging you to ask supporters for help. Right NOW. This is a time people are actively looking for ways to make a difference. IMHO it’s almost criminal not to offer would-be philanthropists an opportunity to be a hero. And your mission doesn’t have to be engaged in what’s commonly considered a ‘frontline response’ or ‘essential.’ In other words, you don’t have to be directly engaged in COVID-19 prevention, mitigation or treatment.

Your mission matters! It mattered yesterday, right? That hasn’t changed. People still want to save the environment… rescue puppies… increase child literacy… listen to music… preserve architecture… help kids go to college.

Don’t go dark on folks when they most need to hear from you. Whatever your cause, your constituents deserve to hear from you about how this pandemic is affecting you and all those who rely on you. If you really don’t need donor support right now (perhaps thanks to a large endowment or huge ‘rainy day’ reserve), then… fine. Don’t send a fundraising appeal. I’m guessing, however, for most of you reading this article YOU DO NEED CONTRIBUTIONS to keep you afloat.

Since you need income now, your best communication bet for other than major donors is online. [With major donors you can set up a virtual visit or simply pick up the phone and talk to them.] For everyone else, digital is your best bet. Snail mail is too slow for crisis fundraising, plus some folks won’t have stamps at home or won’t want to go out to the mailbox right now. So… let’s take a look at how to put together a successful online crisis appeal.

UPDATE: My friend, direct mail guru Eric Waasdorp, tells me she’s actually been having good success with snail mail these days. Print shops and mail houses are apparently considered ‘essential businesses’ and are able to get you on their schedule faster than usual. Plus the post office can use the business. I stand corrected! Just remember there will still be folks out of stamps, so be sure to include your website donation page link in case they want to give online.]

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Should Your Nonprofit Legacy Program Be on Hold?

You may feel talking about mortality right now is a big ‘no-no.’

You’d be wrong.

I know some of you will argue with me. I’ve already seen one fundraising guru (who I generally admire greatly) say this is the only type of fundraising they’d not recommend right now. They called it ‘creepy.’

I understand the impulse to avoid this subject.

Especially now. Because it may feel insensitive. A bit like ambulance chasing.

Yet that’s not what legacy philanthropy is about. Not today. Not ever.

What’s Different in an Era of Pandemic?

Honestly, nothing. At least in this particular area of fundraising. Other stuff must be postponed or canceled, sure.

  • You may have to put your events on hold.
  • You may have to put planned spring and summer appeals on hold (assuming they were targeted for particular programs that don’t seem relevant or urgent at this point in time.)
  • You may have to put targeted legacy giving mailings on hold.

You don’t have to stop promoting meaningful legacy giving.

Why?

Because right now we’re all questioning the meaning of life. And our individual lives in particular. What can we do, as individuals, to make a difference? Not just today, but for tomorrow?  What will our legacy be?

Whether we live or die, we’re all thinking about what life will be like on this planet moving forward.  Yes, we’re in a pandemic. It’s scary and uncomfortable as all get out. Yet, let’s face it. People are seldom comfortable confronting the notion of their own death. Nevertheless death is as natural as birth. It’s inevitable, sooner or later, for everyone. Of course, we all hope for later.

Promoting legacy giving is not about actively seeking out folks on the verge of death and asking them to sign their estate over to you.  That would, indeed, be crass. Again, legacy giving programs are not ambulance chasing! And, anyway, most of your supporters are not sick. Most will survive. Yet…

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No-Nonsense Strategies for Nonprofit Crisis Fundraising

Balance. That should be your ‘today mantra.’

I’m talking about balancing self-love with donor-love.

You can’t help others unless you first take care of yourself.

This is really a truism you should carry with you throughout your life. But it’s never been truer than the times in which we’re currently living.

At the bottom of this article, I’m going to offer you some ‘don’t panic’ self-care strategies.

Since, however, you primarily look to me for fundraising advice, let’s begin with some specific strategies to try right NOW.

FIRST: Take Care of Your Donors

Donor at home under blanketConnect, Connect, Connect – with Everyone!

Talk to your donors about how they’re doing. It’s always been good practice to stay in touch with your supporters.  In fact, the numero uno reason donors stop giving is due to your poor communication with them. So use this time as your reason to – finally — get your donor love and loyalty plan off your back burner!

Take this opportunity to connect with folks with sensitivity and empathy. Show you care about them. As people, not just donors. Let them know you’ve no idea how this pandemic may be affecting them, personally and professionally. Listen and empathize with what they tell you. Depending on what your organization does, you may even be able to help them. At least put out an offer of help, and a listening ear, should they need you in the coming weeks and months. Then – as appropriate — share with them the situation for your organization and those who rely on your programs and services.

NEXT: Take Care of Your Mission with Specific Strategies to Try Right Now

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