As much as I wish I could begin creating blog entries on an endless array of fundraising topics, it is impossible to evade the framing of any posts outside the context of the Covid-19 Pandemic. Oh how I yearn to embark on an information-sharing quest that covers crucial subjects like major gifts, stewarding donors, corporate philanthropy, monthly giving, donor data management, peer-to-peer only appeals, case statement development and campaign cabinet recruitment.
Yet the pervasive nature of the coronavirus prevents me from doing this. Much like the private sector, charities have been devastated by the prevalent risk and the fallout from the mitigation efforts imposed to contain the spread of this horrific disease. Social distancing and self-isolation practices has forced organizations to close their offices, layoff staff, cancel fundraising events and postpone Annual General Meetings. Tight restrictions on programming have greatly reduced the ability of non-profits and charitable groups to serve and create positive change in their communities.
The financial and social capital health for Canadian organizations is also in peril as the anticipated revenue they were expecting from project grants, spring galas, walkathons, Easter appeals, user fees and facility rentals will not be arriving. Current donors are rechannelling their gifts towards Covid-19 relief projects and prospective supporters are electing also to send their contributions in that direction. Some organizations are even losing the investments of time and talents from their volunteer forces to the urgently needed backup support for regional healthcare and front-line workers.
Like the business sector, however, charities are adapting to sustain their service capacity and make what progress they can towards achieving their mandates. Organizations are using video conferencing to hold board meetings, enable staff to work from home, deliver community outreach webinars, hold peer counselling sessions and provide literacy tutoring. Social media apps like Zoom and Skype are even moving traditional fundraisers from live to virtual events where participants can traverse five to ten kilometres in the safety of their own living rooms. Despite so much upheaval, many organizations are finding a way.
Resilience is also limited. At some point even organizations that are creatively robust must emerge to address the mounting need for their services or face the crushing possibility of closing their doors for good. Important issues like mental health, adult literacy, youth leadership development and environmental conservation persist. The urgency to solve them will not disappear after the discovery of a coronavirus vaccine. Rather they may likely worsen.
Anticipating such an outcome and preparing for it is crucial for organizations to serve their communities effectively. A major preparatory component of any post-Covid-19 fundraising plan is safeguarding the balance between generating immediate income to pay the bills with the long-term need of building a sustainable donor base. To that end using this time to reconnect with long-time and even lapsed donors and volunteers is a huge step towards fulfilling this objective.
During normal times the volume of programming and administrative matters prevent staff and board from devoting much attention to advancing donor and stakeholder relations. So let us capitalize on this surplus time to bring our major donors up to speed on the impact that their gifts have made on the well-being of the people who are served, make sure they are keeping well during this crisis, hear their impressions of your organization’s progress, and to clarify any misconceptions they may have regarding how your programs are meeting the community’s needs. You can also share any exciting news about upcoming events, emerging partnerships, anticipated grant approvals or approaching organizational milestones. Most importantly, they must be reminded that because of their involvement you are closer to realizing your mission and vision.
Resurrecting ties with lapsed or neglected supporters is another invaluable usage of lockdown time that can significantly enhance your organization’s sustainability. Since they already are familiar with your work and have already demonstrated affinity for your mission, considerably less time and energy are required to engage them. Your aim is to help them rediscover their passion for the cause. Bear in mind there may be a highly sensitive reason why they withdrew their support. Be extremely tactful at first and strongly assure them your purpose in contacting them is not to solicit donations. Instead provide them with a platform to air any grievances or negativity they may have harboured for years. Odds are they will appreciate the gesture and consequently may wish to “catch up” with your organization on all fronts.
Creating a dialogue with fresh or prospective supporters is also time well spent during a Pandemic lockdown. Although not yet acquainted with the impact of your programs, they can develop a strong affinity for your mission in a short timeframe when properly stewarded. You have an opportunity to help new supporters find the causes with which they will align themselves for life.
Whether the medium is social media, video conferencing, email or telephone, when advancing ties during the Covid-19 lockdowns the objective remains the same – help supporters gain a heightened sense of ownership in the quest for fulfilling your mandate. Steering your organization through crises is easier and its future viability is protected when this perspective is adopted.
Everyone hopes a Covid-19 vaccine is found sooner than later so we can put this terrible period behind us. However, we must all continue to practice social distancing, wash our hands regularly and stay home in the interests of saving lives and eradicating this virus. As the curve flattens we look forward to sharing the above-mentioned bounty of fundraising topics with you.
All the Best and Stay Well,
Mike Paquet
