{"id":21836,"date":"2020-04-08T02:31:50","date_gmt":"2020-04-08T02:31:50","guid":{"rendered":"https:\/\/virtuous.org\/raise\/2020\/04\/08\/walking-through-the-crisis-with-your-donors\/"},"modified":"2020-04-08T02:31:50","modified_gmt":"2020-04-08T02:31:50","slug":"walking-through-the-crisis-with-your-donors","status":"publish","type":"post","link":"https:\/\/virtuous.org\/raise\/walking-through-the-crisis-with-your-donors\/","title":{"rendered":"Walking through the Crisis with your Donors"},"content":{"rendered":"
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RaiseDonors isn\u2019t just a technology platform for nonprofits. It\u2019s a philosophy.<\/p>\n

It\u2019s a way of thinking of your donors as partners in a common cause, where you care more for the donor than the gift.<\/p>\n

The RaiseDonors philosophy shuns short-term thinking and even shorter-term results.<\/p>\n

The RaiseDonor\u2019s way chooses instead to invest in the donor, creating renewable, long-term results.<\/p>\n

It\u2019s a fundamental shift from thinking transactionally<\/i> to thinking relationally<\/i>.<\/p>\n

It\u2019s hard to do when you\u2019re going through your own crisis.<\/b><\/h3>\n

Raising donors is always counter-intuitive\u2014but it\u2019s down-right difficult during times of crisis like the COVID-19 pandemic we\u2019re all living through right now.<\/p>\n

Many nonprofits are closing public fundraising events as they follow public health recommendations<\/a>.<\/p>\n

The stock market is suffering from the uncertainty caused by the coronavirus pandemic, which will suppress giving from now and into the indefinite future.<\/p>\n

Major fundraising endeavors like capital campaigns with countless hours of staff time and resources invested are now up in the air.<\/p>\n

All these things mean a lot of fear and uncertainty for those of us working in the nonprofit sector.<\/p>\n

As this general anxiety presses down on you, it’s tempting to use short-term tactics like crisis fundraising and guilt trips.<\/p>\n

And while it may give a slight bump to declining giving trends\u2014over the long-haul, you’ll end up alienating donors.<\/p>\n

When donors begin to feel like they are a charity ATM, rather than a partner in the journey\u2014they shut their hearts to your messaging and close their wallets.<\/p>\n

If your donors are truly a partner with you in the cause, the right thing to do is walk with them through the crisis.<\/p>\n

But when you and your organization are dealing with your own crisis, how do you walk with your donors through theirs?<\/p>\n

Don\u2019t Stop Fundraising<\/h2>\n

Your cause still matters. Your donors still care.<\/p>\n

During the crisis, your donors are understandably more worried about their lives and their families right now.<\/p>\n

But they still care… and they need to know that you still care.<\/p>\n

Like fuel in your car, the only thing keeping your organization moving is fundraising.<\/p>\n

By fundraising you’re showing donors your commitment to keeping the mission moving.<\/p>\n

Because the poor are still suffering. Those with cancer are still hurting. The vulnerable and outcast still need a voice.<\/p>\n

The social needs of the world have not disappeared\u2014and you’re the one advocating for them in the midst of this global crisis.<\/p>\n

Be Positive… But Not Too Positive<\/h2>\n

This is a bit personal, so please hear me out.<\/p>\n

Fundraisers are often very positive, the-glass-is-half-full kind of people. This personality is perfect for our line of work.<\/p>\n

But in times of crisis, positivity can come across as a lack of concern.<\/p>\n

Be very careful to listen to your donors and their worries. Even if you think there’s nothing to be afraid of, many donors are really, really scared.<\/p>\n

And the fact is, they should be.<\/p>\n

Older people are the ones most at risk of being infected by COVID-19, and “older” people probably make up the majority of your donor base.<\/p>\n

Don’t let your positivity be misinterpreted by your donors that you don\u2019t care.<\/p>\n

Also, take care that you remember their crisis even as you’re asking for their help with your own crisis.<\/p>\n

If they’re worried about their health or their family at this time, telling them to give or else you’ll close your doors won’t get you the sympathy you’re looking for.<\/p>\n

Create a Sense of Community… Virtually<\/h2>\n

Now’s the time to crank up your social media strategy to 11.<\/p>\n

Get on social media and interact with donors.<\/p>\n

Ask how they’re doing. Encourage them to post pictures of their lives while at home.<\/p>\n

Make videos of yourselves working at home, encouraging them by showing them how we’re all in it together.<\/p>\n

By using live-streaming services like Facebook Live and YouTube Live, you can host different kinds of community events.<\/b><\/h3>\n

For example, if you’re a faith-based organization, you can conduct prayer meetings with your donors via live streaming.<\/p>\n

Or you could host video chat interviews with local experts to give news and advice to your donors.<\/p>\n

Of course, the obvious experts would be health officials, but try to think outside the box. Here are a few ideas:<\/p>\n