Coronavirus is spreading. The economy is declining. And there’s continued political turmoil.
Any one of these three issues could be viewed as a recipe for disaster in terms of your fundraising. And here we are… experiencing all three at once.
Your donors are anxious. Your board members are freaking out. It’s up to you to lead the way.
So what’s a fundraiser to do?
Successful Fundraising: 8 Steps to Weather the Coronavirus Crisis
Most importantly, don’t panic. If you keep a cool head and follow these eight steps, you’re all but guaranteed to come out ahead while other organizations fall behind.
1. Stay calm and carry on.
We have lots of examples from the financial crisis of 2008 of organizations that reduced their fundraising budgets and eliminated fundraising staff in an effort to “save” money. Yet, they are the ones who suffered the most in the long run.
Meanwhile, other organizations stayed the course and invested in their fundraising efforts. Those organizations were able to raise as much as they needed, and more.
So look to the lessons of recent history — retracting during an economic crisis is not your best move. Keep reading…
2. Convene your board (virtually, by video chat, if necessary).
Call your board together to discuss the situation. Share your plan of staying calm and working your fundraising plan:
- If you are in a capital campaign, keep going. (see #5)
- If you’re about to launch a campaign, proceed as planned. (see #5)
- Continue with your annual campaign as scheduled.
During your meeting, ask board members for their suggestions and insights as you continue to keep your board engaged.
As a group, discuss how the Coronavirus, possible recession, and political turmoil could effect your organization and your mission. Will the problems you work on every day increase? In difficult times, there is often a greater need for helping the hungry, housing the homeless, healing the sick, taking care of the elderly, etc. So how might this impact your mission?
3. Meet with your donors more frequently.
When disaster strikes, your instinct might be to avoid your donors. Do the opposite! This is the time to reach out, check in, and ask for assistance. Make a list of your top donors and schedule meetings (virtual or in person) with them as soon as possible.
Ask how they and their families are doing. Ask about their business. Share how these uncertain times are impacting your nonprofit and the clients you serve. For example, my friend who runs a soup kitchen estimates they will need to provide an additional 2,000 meals per month for the foreseeable future.
Many donors will step up to help if given the chance. Let them know what you are facing and what you need to get through. Give donors the opportunity to surprise you (in a positive way.)
4. Cancel events, but don’t refund the money.
You may need to cancel your upcoming fundraising events for the health and safety of those attending. When you do, someone at your organization will suggest returning money to ticket buyers and sponsors. That might even seem like the logical thing to do. However, if given the opportunity, many donors would let you keep the money.
So instead of simply issuing refunds, use the opportunity to reach out to donors and let them know what’s going on. Provide them with the chance to donate the cost of the ticket to the organization even though you’re canceling the event. (Don’t burden yourself by trying to reschedule.)
In fact, in light of the situation, ask ticket buyers to consider joining your monthly giving club for $10, $20, or even $50 per month to help ensure stability for your organization for the turbulent year ahead.
5. If you’re planning or in the midst of a capital campaign, stay the course.
If you’ve been planning a campaign for months (maybe longer), remember that the need for your campaign has probably not evaporated simply because of current events. To learn more about how you can — and should — proceed with your campaign plans in the face of these unsettling times, sign up for this free webinar:
Webinar: How to Keep Your Campaign Plan Moving Forward in Uncertain Times »
And if you’re already in the middle of a capital campaign, keep on campaigning. Do not halt your campaign in the middle of an economic crisis. There are other steps you can take. You may need to lengthen the timeline or adjust your goal and plans, but abandoning your campaign could be a major mistake. Register for this free webinar to learn about your options:
Webinar: How to Manage Your Capital Campaign in Uncertain Times »
6. Thank your donors.
Gratitude goes far, especially when people are stressed. Take the time to extend genuine and heartfelt thank you’s to donors. Go out of your way to pick up the phone, handwrite notes, and even say thank you in person when you can. Don’t take any donor for granted.
7. Don’t make assumptions.
Simply because the economy appears to be in free fall, don’t make assumptions what your donors will and will not do, or what they can or cannot give. There are those who own stock in cleaning supplies and medical equipment who have made money in light of the Coronavirus. Not only that, many of your largest and most loyal donors have enough resources that they will be able to continue to give to important causes, even in a time of financial crisis.
8. Ask for what you need.
If your needs have increased due to Coronavirus or the downturn in the economy, let your donors know. Don’t be shy and hold back. Share what you need and offer ways your donors can help. They just might surprise you (in a good way).
Some Will Retreat; Others Will Step Up
You’re not wrong to feel nervous during these unsettling times. It’s true — some donors are going to pull back on giving for the time being. But I promise, there will be others who step up to help during a time of extreme need.
Meanwhile, your clients may need you more than ever. Many donors will recognize this and do whatever they can to assist your efforts. But that will also depend on your outreach and leadership. Do your best to stay the course and keep calm.
What are your greatest concerns when it comes to your organization in the face of Coronavirus? Let me know in the comments below.
I am worried about lost revenue from our gift shops in our park, cancellations of fee-based classes, and the fact that now is when I begin asking for sponsorships for our fall gala and am counting on that cash flow. Definitely nervous.
Donna – Yes, that is a lot of potential lost revenue! And, very scary. I would schedule meetings with your biggest, best, and most loyal donors and ask them to consider special gifts (assuming that you check to make sure they are okay first) to get you through the rough patch. Some of them will rise to the occasion. It’s more likely that individuals will step up than corporate sponsors.
Hi Amy. My staff love your posts.
I did exactly that last year during the government shutdown (I work for a friends group of a national park). I worry a bit that we already did this last year and now there is so much more need. Yet, what you say is exactly what I was thinking.
Thank you!
We are doing our classes via Zoom and are planning a “Virtual” fundraiser. Ours is a walk, but here’s a link to a virtual gala: https://give.upayasv.org/campaign/upayas-virtual-gala/c275115
I work within the senior care and housing industry in PA. Most of my donors are residents and due to their dependence on their investments in the stock market and their higher rate of vulnerability to Covid 19 we are pulling back on requests for donations from them. Just this morning I delayed the launch of a $75k campaign at one of my communities to construct an outdoor living area. To proceed and ask for donations from this group would seem indifferent to their current personal situations. How do I proceed as a fundraiser when we are dependent on relationship building and have been told to avoid in person visits for now?
Hi Sue – Thanks for your comments. While I agree you must consider each individual’s situation, you are ignoring one of my recommendations already – don’t make assumptions. And, don’t stop fundraising. This is the time to speak with your donors (via webcam if necessary). They likely communicate with children and grandchildren this way, so hopefully they can use FaceTime or Skype. Hopefully a group of individuals this age does not have much money tied to the stock market. That would be poor financial planning. You can continue to build relationships via phone, email, snail mail, and video chat.
This is great advice Amy. I think staying calm and staying the course as much as possible is the best thing to do. Keep the communications line open with donors and they’ll likely continue their support.
Thanks, Sandy! Thanks for weighing in.
Thank you, Amy, for the sage–and sane–advice. Breathe, everybody!
Great post! Very help.
Thanks, Amy!
Thanks Amy! That was just what I needed to hear.
Amy, I am sharing this post because I think it is really worth reading. Thank you. I am thinking of this time as a stimulus to focus on mission and clarifying what is most important.
Amy,
I am so grateful that you sent this out today. So important to not panic right now.
Terrific advice Amy. Thank you. Will make sure this is covered in the Agitator’s next Coronavirus Update.
Again., thank you.
Thank you, Amy.
I agree with your suggestions and have shared with the Senior Leadership team so they can get behind the adjusted fundraising plan going forward.
Keep on Writing!
Rick O
Amy, thank you for such a terrific article. It’s reassuring in this very unsettling time.
I fundraise for a private school and we just began a five week shut-down, as a result of coronavirus. I am finding it quite difficult to maneuver an efficient plan to fundraise in this time of crisis. My board is asking for a pull back in the moment, to fully evaluate their next steps of communication. However, we just ended a 24 hour campaign and need to continue follow-ups. I’m feeling quite torn and really feel like my responsibility is to support the community through relationship building and not solicitations. Help!
Yes, it’s important to strike a delicate balance. It’s important to keep fundraising for your school, while acknowledging your donors might be dealing with some big issues during this unique time. Instead of focusing on your needs, ask how the donor is doing and if there’s anything you can do for them. Really listen to what they say. If they seem okay, or would like to help, you can share the needs of your organization. Helping your important cause may be the salve they need to help them through this crisis.
I’m concerned about launching an employee giving campaign during this time. Although they may be donors like every other donor, I think the nuance is a bit different. Any thoughts about postponing the employee giving campaign to a later date?
Hi Hope – This could go either way. Some employees may want to give to support the cause. Are your employees at risk of losing their jobs? If not, why are you making assumptions for them. It depends on the field you’re in and how this crisis is impacting your cause and your employees.
Hi Amy. Thank you for your thoughtful advice. I work for a relatively new, small, national education non profit. We are in a stage of building a pipeline of donors – identification and early cultivation stage. We just cancelled our annual event and several donors are telling us they will contributed their committed sponsorship. I want to keep communication going through I recognize it’s a sensitive time. We are not a direct service or basic need non profit though our mission can help parents and teachers support their children through this challenging time. Would you agree that a consistent communication from our CEO with a supportive theme and helpful content be a good step? He’s a great communicator. We could also ask our constituency to share our social media posts which would help keep us present in front of people. Thanks for your input. Connie
Hi Connie – Yes, consistent, useful communication is a smart idea. Also, check in with donors to find out how they are doing. It sounds like you provide a valuable service and some donors may want to continue to support you through this challenging time. Don’t make assumptions about your donors.
Hope you are well and healthy my brothers and sisters am sending you this message to ask for some help and donation to the poorest people in bangladesh who are passing hard time of their life people who are disbaled cant even go out to beg for money because of the lockdown in bangladesh police beating them up i request you to donate £5,10,15,20,as much as you can so we can buy some food for them for a week atleast like rice,oil,lentils,onion,garlic etc
may Allah bless you with lots of thing
seeing the situation i couldn’t stay silent.. from my own inspiration am trying to collect some donation for the poor people.already i have sent messages to other people am just hoping a positive move from you all.
Stay home stay safe may Allah bless you all
Hi there! I’d really appreciate it if you would share or donate to this GoFundMe, fundraising to buy food for disabled people#corona https://www.gofundme.com/f/1ywj487reo?utm_source=whatsApp&utm_medium=social&utm_campaign=m_pd+share-sheet
i want to help raise money for hospitals so how do i do it i would love to know ASAP
– Millie Stoltenberg a third grader
Hi Millie – I’m so happy you want to help. To get started with fundraising, identify a specific hospital you want to give to, and visit their website to find out how they are helping right now. Then, you can write an email to your friends and family asking them to help the hospital. Be sure to provide a link so they can donate directly to the hospital. You are on your way to being a great fundraiser! Thanks for your good work.
Hi Amy, We are having trouble getting the word out on our new COVID-19 Ribbon (www.ribbonforcovid19,com) to support healthcare workers. Profits from sales of the ribbons are being collected to provide to healthcare workers. Can you help publish this press release to support all fundraising efforts, and add a link to your website or blogs? Thank you so much for the support!
Thank you and Best Regards,
Eric R.
M Products Company
Ribbon for COVID-19
Taunton, MA, USA
I agree that overall these recommendations remain strong.
At Denver Botanic Gardens we were totally closed March 16-May 22 and are now open with limited capacity, timed ticketing. Our inside features are closed.
Throughout the development team has stayed engaged with our donors – individuals, foundation and corporate reps. I’m confident that this will continue to serve us well through this year and into next.
We did have to cancel our gala, the Fete des Fleurs, We are doing an online campaign launching 8/20 and going through the date of the event 8/28. With the continued commitment of our sponsors, trustees and committee we are already at 75% of goal.
This is a time to focus on community at all levels. Thank you Amy for the sound advice.
I am so thankful I came across your website. You have been a tremendous help for me! I work for a small non-profit. I started out doing social justice and now fundraising has been thrown in my lap. I have no idea what I’m doing!!
Before the pandemic, we were doing special event fundraisers. I would love to move away from that method of fundraising. The issue I am running into is the mentality from the board members that “this is the way we’ve always done it.”
How do I put the board at ease about the transition from special event fundraising to gift fundraising?
In your opinion, is it appropriate to run a fundraising contest between board members and provide the board members with the various donation amounts?
Hello,
I’m Co-Chairing the Fall fundraiser for our school this year and not really sure how to start. The previous person pulled out because she knew how to fundraise before Covid but now this all became to stressful for her. We are a small Jewish Day School and need new donations to be able to maintain some of children we have on their current scholarships. Some of
Our old donors can unfortunately not afford to give this year.
Any insight on how to get it started ?