'Wearing is Caring' Street art

Fool-Proof Nonprofit Crisis Fundraising Communications Templates for Every Audience

'Wearing is Caring' Street artDuring a crisis is no time to be passive. Build a list of audiences, prioritize contacts among those lists, and develop a step-by-step written PLAN to reach out. With updates, engagement opportunities, little gifts of content folks can use, and opportunities to contribute and make a demonstrable difference.

Sharing is caring too.  Do you have a plan in place to regularly share what you’re up to, and offer opportunities for donors to engage?  Are you communicating with donors as if they’re a part of your family or favorite group of friends? If not so much, what are you waiting for?

Establish templates with talking points in advance of your communications; then let the reaching out begin. First determine your purpose.

  • Do you want to say thank you?
  • Do you want to simply check in to see how your donor is doing, and whether they have any questions about your organization’s status and work right now?
  • Do you want to ask them to volunteer their time?
  • Do you want to ask for a philanthropic gift?
  • Do you want them to complete a survey?

Figure this out first, because the more you know where you’re going the more likely you are to get there! If you’re light on staff right now, ask your volunteers and influencers for help.

These communication templates can be used for phone (or other online) conversations and emails. Got that? Conversations! Merriam Webster describes a conversation as “oral exchange of sentiments, observations, opinions, or ideas.” In other words, you want to prompt two-way participation on some level. This is not about you delivering a monologue or formal dissertation. Think of your communication as you raising an issue for discussion. You want to pique your donor’s interest and ask open-ended questions that invite their engagement.

Start with your top priority donors who have the highest likelihood of making an additional gift to get you through this crisis. I suggest

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Nonprofit Crisis Response Tip-a-Day-DO-Dah!

Sign StaySafeBeKindResist the temptation to throw your hands up in the air because you’re hearing people are giving less now. While it may be true(ish), it doesn’t apply to everyone. And it doesn’t need to apply to your nonprofit.

Also, the fact folks aren’t giving may not be for the reasons you assume. In fact, one of the biggest reasons this is true is because nonprofits are asking less.

If you don’t ask, you don’t get.

Recent research shows:

  • Giving is increasingly seen as good – as is fundraising. Even donors who have been hit economically are remaining remarkably generous.
  • Charities with little relevance to tackling Coronavirus will still receive support from donors that value them – as long as they ask for help (otherwise they’ll be perceived as not in need of funds).

It all boils down to a need to put together both short and long-term plans to connect meaningfully with your supporters right now, using the correct approach and tone. Towards that end, I’ve put together five ‘to-do’s – one for each day of the work week.  I suggest you put aside a little bit of time this coming week to consider how you might actualize each of these suggestions, if not in whole at least in part.

Ready for your five timely tips?

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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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Fundraising Do's & Don'ts logo

Fundraising Don’ts vs. Do’s: Major Donor Cultivation Strategy

Fundraising Do's & Don'ts logoHere comes my occasional “Do’s vs. Don’ts” feature, where I share with you something arriving in my mailbox that seems a good ‘teaching opportunity.’

Today we’re going to review a major donor engagement strategy.

It arrived as an email. There’s a subject line, preview pane, the email itself, and what happens if/when you click through.

We’ll take a look at the various elements; then assess what works/doesn’t work.

I’ll ask you some questions.

  1. Would you open this email?
  2. If yes, why?
  3. If no, why?
  4. What looks good about the email?
  5. What looks not so good about the email?
  6. Would it inspire you to click through?
  7. If yes, why?
  8. If no, why?

First, I’d like you to think about your answers and jot them down.

Second, I’ll tell you what I think.

Really take the time to notice what you like and don’t like.

I promise you’ll learn a lot more this way. We learn best by doing.

Seriously, I mean it.

Let’s begin at the beginning.

Subject Headline

Claire, tell us what you think

Preview Pane

We’d like to hear from you

This may help: Take three minutes and jot down your answers to the first three questions on a piece of paper or your screen. I want to know if what was in the subject headline (“Claire, tell us what you think”) or the email preview pane (We’d like to hear from you”) would have caused you to open the email or hit ‘delete.’

Okay.  Ready to learn what I think thus far, and also see what else we’re working with?

Let’s begin!

Does this Email Say “Open Me?”

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Super Strategies to Spoil Your Supporters

Do you have some major donor prospects you’re trying to woo?

Of course, you want to start with your overall donor love program. You know, the one where you plan to communicate regularly with all your supporters – 4 to 7 purely grateful, meaningful touches for every 1 inspiring ask.  You do that, right?

  • Thank you letter, email and phone call
  • Donor welcome package
  • Newsletter with stories about outcomes
  • Blog with stories about outcomes
  • Token gifts (e.g., ‘how to’ lists; recommendations; new research results; recipes; discount coupons, etc.)
  • Invitations to free events

Good!

However… just the basic stuff won’t do it with major donor prospects.

You need something extra.

Something to really grab folks’ attention.

Something unexpected.

Something personal.

Without a little something, you’re left with just a dumb thing… like automated group mailings. Or really big ‘moves’ you never quite get around to. Or stuff, let’s face it, which just isn’t particularly thoughtful.

Winningest Ways to Woo 

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hiking journey

6 Steps to Fuel Your Major Gift Journey

hiking journeyThe major gift journey is a synergistic one. You see, it’s both your journey and your donor’s journey.

If you want to follow along the most direct pathway to sustainable philanthropy, you’ll want to consider the two-fold nature of the expeditious endeavor known as major gift fundraising. Or, as I prefer to call it, passionate philanthropy.

First understand it’s not just about the money.  It’s every bit as much about the experience.

If you make the experience a joyful one for your prospect, they’ll become your donor. If you continue to make the experience joyful for your donor, they’ll continue as your donor.

Strive to become your donor’s favorite philanthropic journey guide, and they’ll come back to you time and again to find meaning, purpose and happiness.

Major gift fundraisers, essentially, are in the happiness delivery business.

I cover this (1) business, and the (2) donor journey toward joy, in great detail in my online course, Winning Major Gift Fundraising Strategies. Please sign up for it, or get on the waiting list if the course is currently full. Meanwhile, let’s take a look at the 6 steps you must take to build and sustain a winning major gifts program.

Expeditious Steps to Fuel Your Pathway to Passionate Philanthropy

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Easy-to-Implement Legacy Giving Strategies for Small Nonprofits – Do’s and Don’ts

A society grows great... legacy quotationYou’re stretched thin.

Competition for philanthropic dollars has intensified. You know long-term survival depends on strengthening revenue streams.

What are you doing about it?

If you’re like too many nonprofits, you’re missing what’s right in front of your eyes: legacy giving.

The lion’s share of philanthropy in the U.S. comes from individuals. Nearly 70% of people make gifts to charity during their lifetimes; only 10% leave a bequest. Why? No one asks them!

It turns out that the act of asking makes a huge difference. And don’t tell me you can’t ask because you’re too small or understaffed.

Just because you can’t afford (or aren’t quite ready yet) to mount a full-on legacy giving campaign is no excuse to avoid the basics.

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Are you reading your major donors right?

Are You Reading Your Major Donors Correctly?

“The more that you know, the less they’ll say ‘No!’“

Such is the advice given by Jay Love, Founder of Bloomerang and a seasoned board member and major donor, some years ago at an online conference where we both presented major gifts master classes. His was on the topic of major gifts development from the donor’s perspective.

Do you think about your donor’s perspective before you ask for a major gift?

Here’s what I learned from Jay:

The more you know:

  • what floats your donor’s boat,,,
  • what other things compete for your donor’s attention (not just causes, but also career and family)…
  • how your donor prefers to communicate…
  • how your donor prefers to be wooed…
  • how your donor prefers to be recognized…

… the more likely you’ll get a “Yes.”

This advice is SO important I want to dig deeper into ways you can get inside your donor’s head and build the type of relationship that will be a win/win. When your donor gets what they want and need, you get what you want and need!

If you can’t show your major donor prospect you really know them, how can they trust you’ll be a good steward of their passionate philanthropic investment?

We all want to be known before we enter into a major engagement.

Which brings us to the crux of successful major donor development. Not surprisingly, it begins and ends with the same thing.

Can you guess what that might be?

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scrabble tiles: fake news

FAKE Nonprofit News: 6 Fundraising Untruths

scrabble tiles: fake newsThere’s a lot about fundraising folks take for granted. And not in a good way. Because… much of it is untrue!

In fact, if you, your executive director, your board members or anyone else where you work subscribes to these fictions you’ll be in for a lot of pain and suffering. You won’t raise near the money you could otherwise raise. And you won’t enjoy your work.

But there’s a fix!

Previously I wrote about certain self-evident fundraising truths. Truths you want to hold close to become a fruitful philanthropy facilitator.  The problem? These tenets I call truths are too often not apparent at all.

Why?

A disinformation campaign is unconsciously being waged by leaders who:

  • Don’t understand how fundraising works.
  • Don’t understand pre-conditions must be in place in order for fundraising to flourish.
  • Don’t want to understand because then they’d have to step up to the plate and do things that make them feel uncomfortable.

Oh, dear. Guess what?

Like anything else worth doing, fundraising must be done well to succeed.

You get out of it what you put into it. And… the truth shall set you free!

If you believe any of the following untruths, your fundraising program is in jeopardy. And so is your mission. Let’s break these down.

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