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Pandemic Fundraising Should Not be Devastating Featured

Pandemic Fundraising Should Not be Devastating Vasily Koloda

If you run a nonprofit, it is no secret that 2020 has been the most challenging year than any other in history. Many leaders in the nonprofit sector are concerned about the adverse impacts of the COVID-19 pandemic on their fundraising efforts. Many have had to cancel their events while companies and individuals who would have potentially helped with the contribution have been rendered broke. Although it is overwhelming to run a nonprofit in 2020, especially for those who are in leadership positions, there are some few things you can do to reduce the challenges brought by the pandemic. Here are some things that top nonprofits are doing, and you should consider too when running a nonprofit in a current environment.

  1. Do not stop mailing

During the past global and national crises such as the great depression and the aftermath of the 9/11 attacks, some fundraisers halted their direct mailing programs while others continued with it. The difference was in the amount of revenue lost. While those that continued mailing made money, the ones that stopped lost revenue. Although there was a dip in revenue understandably due to the crisis, those that never stopped mailing received the money. Similarly, it would be best if you continued mailing your customers to keep your support base intact even when they do not contribute. Staying engaged to the donors keeps their loyalty to you.

  1. Spend money on admin and fundraising

The biggest mistake that many nonprofits fail to realize in time of a crisis is spending money on programs but failing to fund the admin or trying to limit the expenditure on fundraising. Limiting the amount of money you spend on fundraising and admin is a losing game because it hampers the growth of your nonprofit. Even with the pandemic, try as much as possible to invest in things that spur growth such as fundraising and admin. This will help you raise money and fund programs. Administrative activities such as training will help your staff to understand how they can approach every situation and raise more funds. When you invest in raising money, you will get more of it.

  1. Always show care and more love

As the pandemic continues biting, it is time now more than ever to show that you care. Do whatever is necessary to increase customer engagement. Consider using wellness calls to your mid to high-level contributors. Give them a feeling that you care and ask if they are OK. Make sure you understand the challenges they are facing during these challenging times and try to offer a word or two to assure you are there for them.

  1. Don’t stop soliciting and cultivating

Although pandemics such as COVID-19 affect many livelihoods, you should never stop soliciting donors. It may seem weird doing so, but some donors are willing to give more now than ever before to help specific causes. At least, focus on your top to middle donors who are the largest contributors to your causes. Build a relationship with them and try to figure out the right time to solicit. Know what they are going through in their lives and keep closer to them as this will allow you to build a strong relationship with them.

  1. Hold on

Pandemics are here for a short time, and they will be gone. Similarly, revenue problems will stay only for a while, and everything will fall into place. It cannot be the case, however, if you quit midway. The revenue will almost certainly shrink but will rebound eventually. When this happens, you should be able to expand from where you left and move on as you did before the pandemic. Perseverance is perhaps the biggest thing you will need in such a moment.

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Scott Koegler

Scott Koegler is Executive Editor for PMG360. He is a technology writer and editor with 20+ years experience delivering high value content to readers and publishers. 

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