Thoughtful experts across the nonprofit sector and philanthropic circles are sharing their wisdom on social media, blogs, and web communications. Here’s my quick roundup of some of their donor communications insights:
- Tell donors how they can help. Now. “Nonprofits need to do everything they can to communicate clearly to their supporters and stakeholders in the community what their status is as honestly as they can and ask for the kind of help they really need. That might even mean nonprofit leaders telling their supporters directly that the organization might not have enough money to survive if the crisis escalates.” (Melissa Berman, as quoted in Experts Urge Charities to Talk to their Donors Now, Chronicle of Philanthropy)
- Health is top of mind. “Donors may value your health-related projects more. If your nonprofit is a healthcare organization or a charity that offers health-related programs, you may find greater donor interest in your services. Be sure to let people know how your organization is responding to the current health situation.” (Coronvirus Pandemic and Fundraising, The Agitator blog)
- Communicate with employees first. “Employees are your most important constituency and function as ambassadors to the community. If they aren’t informed and don’t understand what is going on, communications outside of the organization will be more difficult.” (Communicating through the Coronavirus Crisis, Harvard Business Review)
- Don’t stop fundraising. “That doesn’t mean business as usual, of course. It means paying attention to who your donors are and what they’re thinking and feeling right now and delivering relevant information and offers to them. And it also means incorporating coronavirus thoughtfully and authentically into your messaging. It might mean switching gears and canceling a planned campaign in favor of one that is more relevant to what’s happening in the world in general and in particular with the people you serve. Just don’t stop.” (Here for this, M + R blog)
- Even during downturns, people give. “Even though the Great Recession was the biggest economic downturn since the Great Depression, many people didn’t stop giving. The dollar amount they gave may have changed, if income decreased, but most people gave a consistent percent of their income even during hard times. Giving can become a habit. Even if the economy is hit hard, some people will not change their giving behaviors dramatically.” (Chelsea Clark as quoted in Philanthropy and Covid-19, Lilly Family School of Philanthropy blog)
- Your compassion matters. “As nonprofit communicators, our messages will reach tens of thousands of people during #COVID19. Please remember, when you write, the true and heartfelt things you can give your donors: Reassurance, calm, comfort, a listening ear, love, hope, gratitude.” (Lisa Sargent, @lisasargent2, tweet, 3/12/20)
- Create cross-racial solidarity when we need it most. “Our message should be rooted in the values of interdependence, mutual solidarity, shared purpose and collective action. Because when we are all in for all of us, we can create the world each and every one of us needs to thrive.” (Covid-19 Messaging Document, Brave New Words)
- Communicate as personally as you can. Be creative! Yes, you need to kiss those galas and in-person cultivation visits good-bye for awhile, but personal connection is still possible—and craved—by your donors. Pick up the phone and talk with your donors. And, with email, technology can help. Here’s a free simple tool, Vidyard, that allows you to embed a brief video into your emails. Add the extension to your Chrome toolbar, then take a few seconds to create a short personal video message to your donor right on your laptop. With one click, it embeds the video in your email message and your communication becomes instantly more personal. A brief, supportive message from a friendly face goes a long way in these times of social distancing. (Carol Buckheit, Just Giving Communications)
The author of this post, Carol Buckheit, is the principal consultant at Just Giving Communications.