Be Their Favorite Charity

Nonprofits are facing a lot of uncertainty right now as they work harder than ever to navigate a constantly changing world.

There’s no question whether charitable giving capacity is diminished for many Americans in the wake of the global COVID-19 pandemic. But we’ve long been known for our generosity and I have no doubt that will still be the case in 2020 and into the future. What’s left to be seen is how much will be given, and which nonprofits will be the recipients.

Looking back to past economic recessions to help shape our current expectations, we see that donors tend to prioritize their giving to organizations at the top of their personal list — which means there is often nothing left for the organizations at the bottom.

At a time like this, your nonprofit’s financial viability depends on its ability to rise to the top of the list and even become your donor’s “favorite” charity. So how do you do that?

Make sure your case for support is strong.

Donors have to clearly and easily understand what the need is and why the work your organization does is so critical. The more tangible the need the better. This is pretty easy to articulate if you’re talking about educational opportunities to obtain a better job. It may take a bit more work to articulate in a compelling way the value your museum provides.

If you can infuse urgency, you’ll have an even stronger case for support. For example, families in need of safe shelter and a warm meal is easily relatable and obviously needs to be addressed immediately.

Meals on Wheels of Northern Illinois has done a great job with this, as you can read in their recent emergency appeal.

“With older adults particularly encouraged to practice social distancing, and with grocery store shelves sometimes lacking in basic items, we’re seeing a growing demand for meal delivery and convenient, sanitary pickup. In fact, we expect to deliver 14,000 shelf-stable and 7,000 frozen meals in just the next few weeks. . . .

“Caring for the seniors in our community has truly never been more crucial. With your help, we can provide them nutritious meals, life-affirming companionship and a vital sense of stability.”

Nonprofits directly engaged with issues related to COVID-19 are benefiting from a high level of awareness-generating activity right now — but even those organizations need to be sure their case is presented well.

Report back the impact your donors make.

Whether you’ve emphasized the outcome of donor giving in the past or not, there’s no better time than now to amplify this content. Donors want to make a difference and therefore give where they know they can make a significant impact. This isn’t about overhead costs and how much of the money raised goes to programs and services (although that has its place of importance, too). We’re talking about what vital service you’re providing and how much of it. And more importantly, how is that making a difference for the people you serve and even changing their lives.

With the goal to connect donors directly to the people they’re helping with their charitable giving, let’s share more stories about the help that was received, the resources that were provided, and the problems that were solved. And let’s show more photos and videos that convey hope, health, and happiness.

Face-to-face visits may be off the table for the time being, but thanks to technology we still have a variety of ways to share the good news with those who are making it happen. When you show your supporters the differences they’re making, chances are good they’ll do it again.

Value your donors, not just their giving.

Financial supporters of your organization are an essential constituency that should be cared for especially at a time like this. As fundraisers, you know that without their partnership you wouldn’t be able to deliver essential programs and services to fulfill your mission.

Reach out to your donors and ask about their personal well-being. Use phone or video when you can. Supplement your outreach with text messages, email or direct mail when necessary. Do they now find themselves in need of your services? Would they benefit from a word of encouragement or even a prayer on their behalf? Show your donors you care about them as a person and I’m betting you’ll see their commitment to your organization increase.

Make sure all donor services remain a priority, even when you may have minimal staff onsite to field their questions or process their request. If your donor calls, will they be answered by a friendly and knowledgeable staff member? Will their voice mail or written inquiry be answered promptly? It’s okay to manage expectations as you modify even daily where and how you accomplish your work, but make sure donors are still cared for well.

Nonprofits are facing a lot of uncertainty right now as they work harder than ever to navigate a constantly changing world. Our advice is to put even more energy and creativity into caring for your donors and you’ll find that your charity will become one of their favorites.