“Never let a good crisis go to waste” was the theme for one of my earliest entries in the Sustainable Solutions Blog at the outset of the COVID-19 pandemic. Human beings exhibit the highest forms of generosity and compassion for one another during times of distress. In March 2020, the world experienced the greatest unified humanitarian response to the most unique global health emergency in our lifetime. A deadly new respiratory pathogen originating from Wuhan, China was spreading rapidly, killing thousands and infecting millions on every continent.
Fear, panic and a paralyzing uncertainty of their future brought billions of people to their knees. At the same time, we saw unprecedented levels of solidarity as many agreed to stay home to stop the spread of the “invisible enemy”. Thoughtful people donated to food banks, delivered meals to isolated seniors and extended a “listening ear” to anyone confronting mental health challenges. Who can forget the images of grateful citizens banging pots and pans together faithfully every evening to salute the brave frontline workers who risked their lives to keep us safe?
Unfortunately, these demonstrations of galvanized compassion were short-lived as lockdowns, mask mandates, remote learning, isolation, social upheaval and widespread economic collapse got the best of society. Everyone’s collective patience was depleted, and feelings of casual annoyance degenerated to abject rage. Seldom had our situation felt this grim.
Charities and community groups were far from immune to the devastating effects of the pandemic. Like schools, businesses and churches, nearly all charities were forced to close their doors indefinitely for public health reasons. Fundraising revenues vanished as special events were cancelled, donations were redirected to frontline services and core funding was halted.
Shrewd non-profits recognized an opportunity within the chaos to reach out to their supporters and make sure they were safe and healthy. Donors/volunteers deserve our unwavering gratitude. They also take great comfort knowing we regard them as stakeholders who aspire to create positive change in our community. Seeing that their favourite charities care and actually take time to check on their personal well-being during such a frightening and arduous period means the world to them.
From March of 2020 to May of 2023 when the World Health Organization declared that COVID-19 was no longer a global health emergency, thousands of savvy charity leaders advanced relationships with loyal, fair-weather and lapsed donors/volunteers. A substantive conversation commenced between these leaders and the people who shared their passion for the mission. Affinity for the respective causes intensified among these donors/volunteers as the pandemic progressed. Emerging from covid hibernation, these groups were poised to produce a strong and positive impact fuelled by rejuvenated and demonstrably passionate bases of support.
However, not all charities took advantage of this window to initiative a meaningful dialogue with their donors/volunteers. Is it too late for these non-profits to reconnect and see to the well-being of their supporters despite the bleakest days of the crisis having passed?
We must remember that covid isn’t over, nor are the economic, social and lingering health consequences that followed – not by a long shot. People continue to struggle with the crippling effects it inflicted on all aspects of society. Extensions of empathy, understanding and a “listening ear” are always welcomed by people in distress, particularly when received from sources that have benefitted from their generosity in the past.
Thus, it’s absolutely not too late to touch base with your donors/volunteers and ensure that everyone experiences resilience in the post-Covid era. Before you proceed, it’s crucial to bear in mind the following:
Start With A Heartfelt Apology
Immediately extend a genuine though profuse apology for not connecting sooner once you’ve touched base with each respective donor/volunteer. Acknowledge that you should have contacted them earlier or explain factors that may have prevented you from taking that step. Express the profound remorse you are experiencing and how you are eager to atone for this misstep,
Next, Ask About Their Welfare
Engage donors/volunteers in a thread of inquiry about their health and wellness. Have them elaborate about how they managed during the pandemic by presenting questions and remarks that yield a verbose response such as:
· Express your hopes that each donor/volunteer and their families remained healthy
· “Have your family or friends been affected by covid or the effects of the pandemic?”
· Should they indicate that they have lost close people to covid, extend your deepest sympathies
· “We hope that they have not endured any devastating hardships”
· “Are your family or friends doing OK mentally or emotionally?”
· “What did you find challenging about life during the pandemic?”
· “What aspects of your life changed the most significantly?”
· “What parts of your life improved during the pandemic?”
· “Do you have a support circle?”
· “How have you coped during the pandemic?”
· “What coping strategies worked best for you? What coping mechanisms did you discover?”
· “How is everyone doing now?”
· “What did you miss the most during the covid lockdowns?”
· “How did your kids/grandkids/nieces/nephews fair during covid? Was their schooling significantly
affected? How did they stay active? Are they doing ok now?”
· “Did you have any loved in seniors’ homes? How have they faired during the pandemic?”
By no means are we suggesting that each of these questions should be asked nor is this a complete list of interrogative subjects. These are simply examples of questions that create two-way discussion.
Stress Your Desire To “Set Things Right”
Ensure your donors/volunteers understand how much you regret not connecting with them sooner and failing to offer any form of assistance you could. Drive this concept home by insisting that you and your non-profit “set things right” through a couple acts of kindness.
Your donors/volunteers selflessly give of themselves while rarely asking anything in return. Not taking a few minutes to see how they were holding up during the most panic-inducing period of our lives when we had an abundance of time at our disposal must weigh heavy on our minds. We have not treated them as well as they deserved, and we feel a strong obligation to redress this wrongdoing.
Commit To Performing The Next Two To Three Calls-To-Action
Donors/volunteers selflessly commit themselves to calls-to-action that benefit charities whether it is donating their time, talents or treasure. Now is the charity’s chance to return the favour. For the next 2-3 calls-to-action, offer to do something that will make life easier or better for the donor/volunteer and their loved ones. Examples of such calls-to-action include:
· Refer them to a distress centre, addiction service, CAMH, peer support agency or another
resource that may help them cope with mental or emotional challenges
· Assist with their job search, put in a good word for them if you have connections, etc.
· Pass their name along to prospective employers within your network
· Start a crowdfunding appeal for them if they face significant financial issues
· Set aside time to listen empathetically for extended periods
· Simply ask if there is anything else you can do
DO NOT Ask Them For Donations Or Time Commitments
Under ZERO CIRCUMSTANCES should a charity request a financial contribution or the devotion of voluntary time and energy from these individuals during the course of these conversations. The focus of this dialogue is the wellness of the non-profit’s donors/volunteers. It is not the organization’s programs and their impact.
Promise To “Be There” Until Stability Returns
Regardless of how complex the pandemic-related challenges that each donor/volunteer with whom you are engaging may be confronting, assure them you will “be there” to listen or provide any form of support possible at every stage. They have always been there for us, now we must be there for them.
Take as much time and provide any means of support for the donor/volunteer you can until their lives have returned to a reasonable level of stability. Once it appears their post-Covid journey has reached a point of normality and if a strong rapport exists, casually mention to your donor/volunteer that you would be delighted to update them on matters relating to the charity in the near future when they are in the right frame of mind. Transition the conversation to the non-profit’s impact only when the donor/volunteer is ready. Should you perceive that it is appropriate, politely recommend a website or a social media post about the non-profit’s progress you think they would find compelling.
Remind Them The Charity’s Impact Is Due To Their Generosity & Set A Course For The Future . . .
When the donor/volunteer is prepared to learn about the organization’s recent strides taken towards achieving its mission, remind them that its achievements would not have been possible without their involvement. Any advances the charity’s made would never have occurred without their investment of money or sweat equity. Donors/volunteers are stakeholders, not ATMs.
While bringing them up to speed, focus on the organization’s impact and continually seek the donor/volunteer’s impressions or thoughts on what is presented. As the partnership between the charity and the donor/volunteer regenerates, identify the next call-to-action and begin charting a course towards it.
