{"id":21828,"date":"2020-03-16T16:59:11","date_gmt":"2020-03-16T16:59:11","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2020\/03\/16\/fundraising-during-a-crisis\/"},"modified":"2020-03-16T16:59:11","modified_gmt":"2020-03-16T16:59:11","slug":"fundraising-during-a-crisis","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/fundraising-during-a-crisis\/","title":{"rendered":"Fundraising During a Crisis"},"content":{"rendered":"
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Coronavirus disease (COVID-19)<\/span> is a growing threat to nonprofits who rely on public events and to drive fundraising. But your nonprofit doesn\u2019t have to be a victim! Here are some thoughts on how to fight coronavirus with giving.\u00a0<\/span><\/h3>\n

The reality of the dangers posed by the Coronavirus are unavoidable.\u00a0 And while there are steps to take to try and protect ourselves and others, nonprofits also need to take a step back and think about how to best serve their donors during this distinct time in our history.<\/p>\n

One of the biggest problems, of course, is that we don\u2019t have much information about this new threat.<\/span><\/p>\n

We certainly know <\/span>it\u2019s highly infectious and likes to travel.\u00a0<\/span><\/p>\n

We also know, as with any influenza virus, the risk of infection and harm is much higher among vulnerable populations.\u00a0<\/span><\/p>\n

Unfortunately, many donors fit in the category of those most vulnerable to the disease as they tend to be older<\/a>.<\/span><\/p>\n

This means lots of nonprofits are canceling their public events to protect the people they care about.\u00a0<\/span><\/p>\n

Even religious institutions like churches, synagogues, and mosques are canceling services and prayers to keep their people safe.<\/span><\/p>\n

But safety comes at a price.<\/h3>\n

For nonprofits who rely on banquets, services, galas, clubs, and walks to raise donors for their causes\u2014canceling gatherings means losing precious income.<\/span><\/p>\n

So how can you keep your donors safe while minimizing the impact?<\/span><\/p>\n

1. Show your care.<\/span><\/h2>\n

Showing that you care about your donors during this pandemic exemplifies what <\/span>responsive fundraising<\/span><\/a> means.\u00a0<\/span><\/p>\n

Responsive fundraising means putting your donor at the center of fundraising.<\/span><\/p>\n

Normally, this means that you need to craft your communications according to your donor’s preferences, rather than your own.\u00a0<\/span><\/p>\n

But during times of crisis like COVID-19, it means literally putting their welfare above your own.<\/span><\/p>\n

You can show your donors how much you care by posting public service announcements telling them\u2026<\/span><\/p>\n

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  1. How seriously you\u2019re taking the threat,<\/span><\/li>\n
  2. What steps you\u2019re taking to mitigate the risk of your donors getting infected, and<\/span><\/li>\n
  3. How canceling or postponing your public events helps protect your donors.<\/span><\/li>\n<\/ol>\n

    The main idea here is something like this:<\/span><\/p>\n\n\n\n\n
    Don\u2019t Say\u2026<\/i><\/strong><\/td>\nSay<\/i><\/b>\u2026<\/b><\/td>\n<\/tr>\n
    \u201cDue to the coronavirus pandemic, we\u2019re canceling our annual gala.\u201d<\/span><\/td>\n\u201cWe care deeply for you and your health, which is why we\u2019ve chosen to postpone our annual gala.\u201d<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    Make sure you\u2019re showing them how much you care.<\/span><\/p>\n

    Above all, avoid any language in your communications that would make them feel that somehow you\u2019re unhappy to do whatever it takes to keep your donors safe.<\/span><\/p>\n

    2. Be helpful.<\/span><\/h2>\n

    After demonstrating you’re doing everything in your power to protect your donors, I recommend giving them a list of things they can do to stay safe.<\/span><\/p>\n

    Why not share the following helpful <\/span>information from the CDC?<\/span><\/a><\/p>\n

    \"\"<\/b>Clean your hands often<\/h3>\n