Organizations everywhere have been affected by the coronavirus pandemic. With in-person events being postponed or significantly limited, paired with a struggling economy, nonprofits have had to pivot their fundraising efforts.
Whether your nonprofit is facing challenges due to COVID-19 or is simply in a period of transition, you can use this opportunity to adjust your fundraising strategy. Below, the members of Forbes Nonprofit Council share 13 ways your nonprofit organization can adapt during tough times.
1. Introduce Innovation At All Levels
The current situation offers an opportunity to introduce innovative ideas, models and practices that influence the development and progress of the entire nonprofit sector for decades to come. It's time to break down barriers. This will encourage new, creative and strategic alliances between nonprofits, the private sector and governments on the basis of common values and social impact. - Paolo Petrocelli, EMMA for Peace (Euro-Mediterranean Music Academy)
2. Strengthen Existing Relationships With Donors
Nonprofits can adjust their nonprofit strategy in tough times by leaning on the relationships they already have built with funders. During tough times, donors tend to be more comfortable funding organizations with which they already have a relationship because they know what they are capable of and the types of outcomes they can produce. These relationships must be cultivated during good times. - Yolanda Watson Spiva, Complete College America, Inc.
3. Have A Plan For Building New Relationships Virtually
To adjust their fundraising strategy in tough times, nonprofit leaders need to review every aspect of their business and develop a plan for how to do it virtually. Whether it's a golf tournament, a gala or connecting with donors, it will have to be approached differently. While our business remains relationship-based, large gatherings and even face-to-face meetings will be forever changed. - Clark Sweat, Children's Miracle Network Hospitals
4. Set The Right Tone In Your Messaging
Already existing problems were exacerbated with COVID-19. In their strategy, nonprofits must acknowledge the hardships that people are experiencing and then make fundraising asks from a place of empathy. The tone should demonstrate a sense of understanding and appreciation for the difficulties potential donors are facing while illustrating why fundraising is important now more than ever. - Carrie Rich, The Global Good Fund
5. Shift Your Focus
Nonprofits must shift focus to meet the current needs of their members and potential members. What I’ve learned from the COVID-19 pandemic is that even in tough times, people will contribute financially to a mission that offers them value. It’s OK to change your plans and pivot your marketing during tough times in order to maximize benefits for your members and meet fundraising needs. - Dr. Sherry McAllister, Foundation for Chiropractic Progress
6. Remind Your Constituents You Are Here For Them
While this current climate is a reminder that fundraising may be tough, we continue to remind our constituency that we are here for them. We've adjusted to make sure we have more support available, whether through groups or our hotline, and focus on their immediate concerns first. Continuous trust from our donors will strengthen our long-term fundraising goals when these tough times pass. - Thomas Milana, Man Cave Health
7. Create Valuable, Relevant Content
Our CEO started a daily video blog on social media. First, he was simply sharing activities of the office as everyone worked from home and gave advice for small businesses and other nonprofits. As the followers increased, the show evolved with specific topics and guest speakers. Once there were a few thousand followers, it was easy to solicit significant sponsorships from local businesses. - Ripley Tate, Web Fire Communications, Inc.
8. Go Back To Your Loyal Institutional Donors
If times are hard, it will be more challenging to attract first-time supporters. You must go back to your most loyal, early supporters who are likely to be open to an increase in their giving. This approach should include institutional donors. Show how your mission remains relevant with the times and why your work is needed more than ever. - Rupert Scofield, FINCA International
9. Capture 'Raw' Content From The Field
In the past, we have shared the highest-quality photos and videos with donors to keep them informed. Now, we're making do with what we can get—images captured by our frontline workers through their cell phones. This raw content has increased our transparency and vulnerability, connecting our donors more deeply with our lifesaving programs. - Charles E. Owubah, Action Against Hunger USA
10. Emphasize Remote Giving Options
Let your donors know about the remote giving options that your nonprofit has made available to them. Educate, explain, remind and follow up with them through emails, newsletters and social media. Fundraising largely involves the relationship between the nonprofit and the donors/supporters. A good bond means the fundraising will thrive. This method works as it helps in keeping the connection alive. - Patrick Coleman, GiveCentral
11. Show Your Resilience
During times of struggle, there's a tendency for organizations to appeal to their audience with gut-wrenching stories of failing budgets and the services they will have to discontinue, etc. I lead from a position of resilience and strength. I prefer to tell how we will or have overcome a negative impact. People love a successful comeback story and it demonstrates the tenacity of the nonprofit. - Kimberly Lewis, Goodwill Industries of East Texas, Inc.
12. Make An Empathetic, But Strategic Ask
Now is the time for the "empathetic ask." Through good times and bad times, people don't change. There will always be pessimists and optimists. However, a good idea will always be a good idea. Our strategies today will have to be creative, accommodating and flexible to meet individual giving trends and business marketing/philanthropic budgets. Empathy will drive the strategic ask. - Aaron Alejandro, Texas FFA Foundation
13. Be True To Your Mission And Vision
Don’t do what everyone else is doing. Your organization must be itself, remaining true to its mission and vision. While organizational priorities can stay the same, sometimes strategy needs to shift. Look at how you are fundraising. Is it the most effective way to do so given the circumstances? If not, then assess your strategy and adjust as needed. - Charles A. Archer, One Hope United
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June 08, 2020 at 07:36PM
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13 Smart Ways To Adapt Your Fundraising Strategy During Tough Times - Forbes
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