This is a time for adaptation. We might be stuck inside, and the days might blur together, but even once we’ve adapted our home and work lives to the new normal, that normal isn’t static. The situation is constantly changing, and as nonprofit communicators and fundraisers, we’re all searching for ways to fit our work into this alarming new world.
For example, #GivingTuesdayNow. You probably know that the folks behind Giving Tuesday are organizing a new day of giving on May 5th in response to the COVID-19 crisis. For organizations already grappling with whether and how to fundraise during this time, Giving Tuesday Now adds a layer of urgency: should we participate? If so, how? Will we offend people by fundraising? Will we miss out if we don’t?
Here are some thoughts on how to fundraise during COVID-19, and on #GivingTuesdayNow specifically.
Should my organization even be fundraising right now?
Yes. My feeling, and that of nearly all fundraisers and fellow consultants I’ve talked to, is that this is no time to stop raising money. If your work mattered before the pandemic, it still matters (though perhaps in a different way), and you still need to fundraise to support it.
Okay, but #GivingTuesdayNow is about COVID, and we’re not working on COVID. Should we participate?
Probably. The Giving Tuesday Now website states their purpose like this:
“#GivingTuesdayNow is a global day of giving and unity that will take place on May 5, 2020 as an emergency response to the unprecedented need caused by COVID-19.”
COVID-19 has caused a LOT of needs, across every nonprofit sector. I feel confident saying that every single nonprofit has been impacted by this crisis, and the folks behind this event haven’t limited its scope to any particular kinds of needs. In fact, they’ve made it quite broad.
Some nonprofits are more directly involved in the crisis than others. Some may be supporting the medical community, or providing aid to the sick. Others may be helping deal with the immense economic fallout: unemployment, inability to pay rent, supporting essential workers and marginalized communities that were already vulnerable and now are suffering the worst effects of this crisis.
Or maybe your work is a couple steps removed. You may be fighting to preserve environmental laws that the right is trying to undermine while we’re all distracted. Or maybe you’re looking ahead to how we’ll hold a fair election. Or you’re an arts organization trying to restructure how you operate to keep fulfilling your mission in a socially distanced world. Those are real impacts, too. The important thing is to recognize and talk about exactly how the crisis has impacted you and why you need support now more than ever—because we all do.
How should we fundraise differently than normally?
The current situation definitely calls for some extra thought and sensitivity. Don’t be afraid to ask for money, but it’s important to think about how our fundraising is coming across:
Consider your audience. How is your supporter base affected right now? Are they going stir-crazy at home, mourning their cancelled vacations, and looking for ways to help? Have they lost their jobs, and now are worrying about how to pay the bills? Are they essential workers, over-worked and stressed and already putting themselves at risk for the common good?
Each of these supporters has a different relationship to fundraising right now, and while you can make some generalizations, it won’t be the same for everyone on your list. Segment if you can, and be mindful of how your messaging will come across depending on the supporter’s situation.
Make appropriate asks. A good fundraising ask never makes people feel ashamed if they can’t give, but now is a time to be extra sensitive. Consider phrases you’d normally avoid, like “if you’re able to give” or “as generously as you can.”
If your supporters are badly affected economically, make sure they know it’s okay if they can’t contribute financially. The #GivingTuesdayNow website actually encourages non-financial ways of giving: “People can show their generosity in a variety of ways to participate in #GivingTuesdayNow–whether it’s helping a neighbor, advocating for an issue, sharing a skill, or giving to causes, every act of generosity counts.” This is a good time to offer up those alternative ways of contributing.
Be extra authentic. Now is not the time for over-polished language or manufactured urgency. There’s plenty of real urgency to go around. Authenticity is always a good idea in fundraising, but right now, it’s crucial to write from the heart. Be honest about your organization’s needs and how you’ll use the money you raise. Explain how you’ll help in this crisis and why your work matters.
Trust your donors to understand the situation you’re in and how it fits into the big picture. They know that lots of causes need support in different ways right now—but they won’t know what you need unless you tell them.
I wish you luck in adapting your fundraising and all your communications to this tough situation. If you need help thinking through how your organization should be fundraising or doing advocacy right now, don’t hesitate to reach out—I’m always happy to chat. And wherever you’re at, hang in there. Your work matters, and it’s important to take care of yourself, too.