4 Things All Nonprofits Must Be Doing During the Coronavirus Pandemic
It’s safe to say right now that each and every one of us has been impacted by the unprecedented COVID-19 pandemic. For nonprofits, the global crisis has raised pressing — and sometimes scary –– messages. How do we continue our programs when we’re “social distancing” or in quarantine? How do we engage our donors when they are rightly concerned with their health and financial futures? And how do we continue to fundraise in a way that is sensitive, authentic, and successful?
Right now, nonprofit organizations have a unique opportunity to focus on their capacity building and to recommit to their mission, constituents, and donors. Now is the time for you to reflect on why your work matters, and share a message of hope that cuts through the noise.
Embrace Adaptability and Stay Mission-Focused
The most important thing for any nonprofit to be doing right now — regardless of mission or size — is to be leaning on your mission as the foundation of all your work today, tomorrow, and in the future.
Over the past few weeks, we’ve seen a steady rise in online events and virtual gatherings. These can be powerful ways to support your constituents and shore up support from donors, but only if they are aligned with your work and further your mission. One Giant Squid Group partner said, “I’m getting sick of seeing people recording guitar solos in their bathroom and calling it an arts program.”
A virtual event just for the sake of having an online presence will not be impactful.
What your community wants right now may surprise you. Before you start pivoting programs and planning events, take the time to reach out to constituents, supporters, and leadership and ask what they need from you right now. This can be a survey using a free tool like Google Forms, phone calls, queries on social media, and more. This gives you an opportunity to understand what people want right now, and to creatively identify how you can offer it.
Create Your Coronavirus Case For Support
“No one is going to donate to our nonprofit right now. They’re only focusing on organizations that address an immediate need.” We’ve been hearing this mantra from dozens of panicked nonprofits who think they should cease all fundraising efforts.
Now, more than ever, your work matters. Whether you are an arts organization, animal rescue, or after-school program, your community needs you.
And it’s up to you to tell them what you are doing, and why your work must continue. Write a coronavirus case for support with input from your programs team, fundraising team, and board. Your case for support should address:
The problem you are trying to solve and why it persists during a global pandemic.
The solution your organization offers and why you are uniquely qualified to address the problem.
Why your donors should care about the problem even as they are anxious and uncertain about their health and financial stability.
What action you need your donors to take right now.
This case for support will help you keep successfully fundraising, even if you pause solicitations, appeals, and events. It will clearly articulate to donors why you continue to need their support, now more than ever, and paint a picture of what the world would look like if your work ceased (hint: it wouldn’t be good!)
Read more: How to Write a Grant Proposal Need Statement That Gets Funded
Communicate Proactively, Often, and Authentically
You’re pivoting programs, communicating with your constituents and creating a compelling case for support to ensure that your work continues long after the coronavirus pandemic has passed. You need to communicate this with your grant funders and donors.
A short update on what you are doing to adapt to our “new normal” will build credibility with grant funders, and demonstrate that you continue to use their investment wisely. It will also head off the reality that when you submit your progress and final reports, your goals and objectives will likely have shifted dramatically.
Individual donors want and need to hear from you as well. Short, frequent updates via email, social media, and phone can do more than keep them abreast of your work. Your stories and messages can help alleviate the isolation they may be feeling, remind them of their importance to your community, and demonstrate that you care about them. This is fundraising at it’s best––a real, authentic show of you caring about your donors as people, not just checkbooks.
The key to good messaging is to make it interesting and relevant. Eschew long email blasts about your urgent need for funding and instead focus on programmatic updates, success stories, and opportunities to put a smile on your readers’ faces.
Read More: Want to Keep Your Donors? Send Them a Thank-You Letter
Keep Fundraising
Don’t let panic, uncertainty, or fear be a roadblock to continued fundraising. You must keep fundraising.
Remember, fundraising is about a lot more than asking for money. It may make sense to your organization to pause planned appeals and postpone solicitations, but you can use this time for fundraising planning, capacity building, donor stewardship,and much more.
Rewrite your grant boilerplate, update your thank you letters, gather stories of your work, and other behind-the-scenes tasks.
Spend time cultivating donors and bring them closer and closer to your organization. Ask them what they want to hear from you, then deliver it.
Keep your communications donor-centered and focused on how your donors matter to you, your organization and your work. Avoid the trap of sharing any panic you are feeling or lamenting how coronavirus might impact your fundraising goals.
Lastly, don’t be afraid to work on well-timed, well-executed fundraising asks. Your work matters, and your donors will want to continue to invest if you give them the opportunity.
Read More: How to Create an Astonishingly Successful Fundraising Plan
Giant Squid Group firmly believes that nonprofits are critical to helping our communities through this crisis, and we’re committed to supporting you. We’ve opened our calendar to pro-bono coaching calls. If you have a fundraising challenge, want to discuss COVID-19 messaging, or just want to chat, book a free call today.
