In every other year, Giving Tuesday is the one date on the calendar when charities of all types and sizes put their apprehensions aside and shift their fundraising zeal into overdrive. It serves as a penance for the indulgent behaviour many exhibit through their exorbitant retail spending habits during the preceding days of Black Friday and Cyber Monday by donating to their favourite charities.
2020 as we all know by now is unlike any other year. Widespread lockdowns, social distancing, closed international borders, mask-wearing mandates, massive unemployment, income insecurity, ongoing economic downturns and virtual everything are the hallmarks of this twelve-month period.
Non-profits were forced to re-imagine the ways they serve and create change in their communities since in-person contact has not been an option since the start of the Pandemic. Closing their doors and providing services remotely is the new normal across the sector.
Unfortunately, this new reality crushed the financial wellness of charities through the cancellation of special events and major funding campaigns, and the shift in donor priorities to Covid-related initiatives. Expectations for a healthy infusion of donations this Giving Tuesday consequently have been drastically reduced as the fundraising energy levels are currently a murmur for a large swath of non-profits globally.
Another way to view Giving Tuesday 2020 is for organizations to approach it as respite for your current base of support. Proactively take the first step towards establishing the framework for a post-Pandemic fund development strategy by foregoing an active Giving Tuesday appeal this year and prepare your donors for this date in 2021.
Now I understand why anyone would regard the tactic of not extending an invitation to donors at the most altruistic time of year as counter intuitive. Yet one must realize that investing substantial amounts of time and energy to squeeze meagre two and three-digit gift amounts from your donors during a global Pandemic can also be a recipe for donor fatigue. Odds are they are inundated with requests for support in every direction from organizations addressing the physical, mental, spiritual and societal havoc wrought by Covid-19.
Considerably higher yields of generosity will surely be realized if we redirect our focus towards amplifying our connections with our donors. Cultivate stronger ties with them to build their affinity for our missions with the objective of securing a “statement gift” in 2021 that reflects their passion and commitment to the long-term pursuit of your organization’s vision.
Begin by engaging your most ardent supporters – donors, board members, volunteers, sponsors and the like – in a dialogue and remind them of your organization’s gratitude for their selfless investment of time, talent and/or treasure in your programs and services. Ensure they are aware of the outcomes that were accomplished through their kind gestures and how these results have made progress towards reaching your mission. Link with your intermediate and newest donors as well to acquaint them with the impact of their gifts on the vitality of their community.
Dialogue can be made through several mediums including Zoom and telephone calls, texts or social media posts. Ideally these conversations with donors should be delivered by the organization’s gatekeepers such as the board and senior staff. Regardless of how and who, the aim of the dialogue is working with the donor so they may develop a stakeholder mentality. Do what is necessary to help them experience an epiphany where the linkage between their giving and the positive change it creates becomes gloriously apparent to them.
Pinpoint their impressions of the state of the organization. Are they happy with their association to the cause? Are there other ways they wish to participate or other areas where they wish to become involved? Seek their guidance or advice regarding how certain tasks should performed or how particular services should be delivered. Are there any community connections they feel may benefit the organization? In short, don’t make them feel special. Make them feel valued.
Over the ensuing months that connection must be continually reinforced so the donor acquires a sense of equity in the accomplishments of the organization. It is equally crucial to get to know our donors on a personal level to obtain a more detailed understanding of their giving interests and abilities. Know what aspects of your cause are most important to them, the types of projects that interest them most, other charities they support and at what levels is paramount if we intend on extending an opportunity to make a difference on Giving Tuesday 2021.
The ultimate end game of this strategy is positioning your donors to play a catalyst role in the post-Pandemic era. Allow your donors to pass on this year’s philanthropic celebration so they can recharge and renew their affinity for your mission and vision. Tuesday, November 30th, 2021 should be seen as a watershed date. One where your donors emerge with a singularity of purpose and represent the foundation of your organization’s re-awakening.
Stay well,
Mike
