How to Manage Your Fundraising During the Coronavirus Crisis

Today we’re going to talk about how not to stop fundraising in the middle of the Coronavirus crisis. I know the world is topsy-turvy, and you may be working from home for the first time, and your kids maybe home, and you don’t know what’s ahead.

I’m here to tell you, do not stop fundraising. That’s going to be the topic of today’s video and today’s conversation.

It’s Not Business as Usual

We have to acknowledge that it’s not business as usual. The world has changed as we know it in the last two weeks. We need to adapt, even if we don’t know what’s coming.

Your clients, your organization, and your mission needs you now more than ever. We need to figure out ways we are going to survive this crisis as organizations, as individuals, as communities, as a country, and as a world.

We will get through this together!

The first thing I want to talk about is making sure you’re not putting your head in the sand and pretending it’s not happening. It absolutely is. Your donors know it’s happening, your clients know it’s happening, and everyone is filled with anxiety and dread.

You can be a calming presence in the midst of all the chaos. So, acknowledging it’s not business as usual, I’m going to strongly encourage you to continue with your fundraising, in a way that’s acknowledging what’s going on around you.

Working from Home and Bridging the Gap with Technology

You may be working from home for the first time. I’ve been working at home for more than 12 years. So, I have a few tips and tricks up my sleeve which I’ll be sharing over the coming days, weeks, and months.

The first thing is to get comfortable with technology. So many meetings, conferences, and gatherings have been canceled. The question is, does the world stop simply because we can’t meet face-to-face?

Of course, I’ve been talking about the best way to fundraising as face-to-face for years now. Right now, for the next few months, that’s not possible. Does that mean your fundraising comes to a screeching halt? Not at all! Pick up the phone. Learn to get on video chat.

I encourage you to think about the ways that your donors communicate with their kids and grandkids. I promise you that the vast majority of them do use some sort of video chat technology.

If they use FaceTime, you should use FaceTime. If they use Skype, you should try and use Skype. If they use Google hangouts or chat, that’s what you should use, too.

I use Zoom with my clients, but if that doesn’t work for them or for your donors, you will want to try and adapt and use what works for them.

Connecting with Donors

The key during this crisis it to connect with your donors. Write, call, video chat, and continue the conversation. Don’t ignore them or feel like you need to leave them alone. We’re all in social isolation, and it’s more important than ever to be connected. Think about your donors who are home alone or scared, even if they are with their families.

It’s actually a perfect time to call and check in and see how they’re doing. You don’t necessarily need to be asking for gifts right at this moment. But do call and lend an ear. See how they’re doing. Offer a shoulder to cry on if that’s necessary or appropriate.

And, if they are wondering how to help, if they are still in a position to help and are looking for a way to give back or to feel good or to have control over their lives, they may relish the opportunity to provide you with some stability.

I know too many organizations that feel, we shouldn’t be bothering our donors right now, and we shouldn’t be asking them for gifts. Honestly, I think you should be doing the opposite. You should be reaching out and ramping up communication. You should be telling them what your needs are and asking them for their support.

Those who can give, will.

So, instead of ignoring your donors, pretending it’s not happening, and staying away, do the opposite.

This week I’ve been involved (helping organizations) write solicitations to donors letting them know what’s going on at the organization, what kind of preparations we were making and what kind of funds we were going to need. Donors stepped up in really big ways, and yours could too.

Take Advantage of Online Learning Opportunities

Finally, I’ve was signed up to attend and speak at so many conferences this spring and of course they’ve all been canceled. I’m actually a little bit shocked that some of the conferences have not adapted better and provided more online learning opportunities.

I’ve been providing online learning opportunities for years. So, while you’re home, even if the kids are running around, it’s a chance for you to gain new skills.

One course I’ve offered for several years is Mastering Major Gifts. If you’ve always wanted to start fundraising in big ways from individuals, this course is a great way to brush up or learn new skills.

You probably also know I created a new online resource called the Capital Campaign Toolkit. If your organization is thinking about, or in the middle of a capital campaign, or wants to do a mini-campaign during this time of need, we have set up the Capital Campaign Toolkit to be all online and virtual, including support from some of the best campaign experts in the county.

Those are two resources you can check out while you’re home and looking for new ways of connecting with your donors, and staying in touch, and staying at the top of your fundraising game.

Do Not Stop Fundraising!

The last thing I’ll leave you with — those organizations, during the last recession in 2008, those organizations that fired their development director, cut their fundraising budget, stopped fundraising and paused were the ones that suffered the most. It took them (the organizations) years to come out of that recession.

The organizations that stayed the course, continued with their plans, continued to work with their donors, and continued their outreach, in many cases, surpassed their goals.

The last thing you should do right now is stop fundraising. I know we’re facing unprecedented times and entering an age we could never have imagined. What I do know is that your organization, your clients and your mission remain more important than ever before.

Ramp Up Your Fundraising

It’s time to ramp up your fundraising. Ramp up your communication with donors. Work your plan and stick with it. I’m here for you. I look forward to hearing from you in the days and weeks ahead. So, reach out. I look forward to talking with you soon.

If you’re stressed and anxious, check out my list of 31 Ways for Better Fundraising and a Better You.

And if you’d like regular fundraising tips to get you through these challenging times, be sure to sign up for my list here.

My heart and warmest wishes are with all of you during this time of crisis. Please do not lose hope, and please do not give up on your mission.