Right now, many of you are being bombarded with emails, webinars, eBooks etc. offering to help you through the current COVID-19 crisis. Many experts have developed these resources, giving you tips on the best way to navigate your organization through the pandemic. But what we have learned after meeting and speaking with countless staff of nonprofits, is that YOU are the expert of your own organization. There is no “one-size-fits-all approach” for every organization. You know what is best. You understand the pulse of your community, what the demand is, and where you need help. You know your donors and whether this is the best time or not to approach them. And that is why we created our new free eBook, You Know Your Org Best: A Guide for Managing the COVID-19 Crisis. The goal of this eBook is to provide you with best practices to meet you in your current situation, wherever that is, so you can implement solutions immediately.   

The COVID-19 pandemic may not have impacted your organization’s bottom line; however, it has significantly impacted the lives of thousands of Canadians. In the month of March alone, Statistics Canada projected that over 1 million jobs were lost due to the pandemic.  If your donors have been impacted, now is not the time to solicit gifts for your organization.

Despite the fact that many of your donors may have been hit hard, others may be in the same, or perhaps an even better financial situation. Though you may not be a front-line organization with an urgent need, your future needs have not disappeared due to the virus. As such, it is so important to stay in touch with your donors and continue to steward their prior gifts.

This time is a great opportunity to let your donors know that you are continuing to do important work during this pandemic, and still impacting the lives of those you serve. Your ability to be transparent and share future plans with donors will help you develop valuable relationships, thus improving your donor retention rate.

Here are some recommendations for how to proceed:

1. Reach out to your donors via email and communicate the impact of the work you are still doing during this crisis. Take the time to contact your major donors by phone to see how they are doing. Be genuine, and show empathy for anyone who has been affected by the crisis. Most importantly, the purpose of your discussions are to communicate, and thank donors for their prior gift. It is not the time to ask for future funding.

For other current donors who are not part of your major giving campaign, create a one page communication updating them on what your organization is working on. Create a document you can share via email, post on your website, and/or social media platforms for all to see. Consider also sharing this document with volunteers who may not be donors.

2. Focus on your engagement plan for all donors. Although in-person activities are not possible right now, continue to engage your donors through your online platforms such as email, social media, or e-newsletter. If your community is not online and you have a budget for postage, use the mail to keep in touch with donors.

You do not have to create anything fancy with splashy graphics. A simple communication piece to stay in touch, show gratitude, or share testimonials of those who have benefited from your organization can be very powerful.

Now is also a great time to brainstorm new and creative ways to keep your organization top of mind with donors.

3. Be prompt in responding to your donors questions. If your organization has had a board meeting to discuss your plan during this pandemic, create a set of statements that all board members and staff can use to answer questions or concerns from your donors and the community at large. Even if your board is unable to have a discussion at this time, staff and key volunteers should all be armed with the same information so you can communicate a consistent message. If you lag on responses to donors who have questions, it can appear that your organization is not transparent. As such, it is important to develop a plan to share as much information as you have with your donors.

Don’t forget that your donors are investors in your cause, and as such they deserve to know, and want to know how you are navigating this crisis.

These tips are an excerpt from the free eBook You Know Your Org Best: A Guide for Managing the COVID-19 Crisis and are reprinted with permission. Click here to download a free pdf copy of the guide.

Through training and coaching co-founders Rochelle Greaves and Roxanne Tackie of Story Point Consulting build fundraising capacity for nonprofit staff and volunteers that are new to the sector, or have not had formal instruction. They are a small shop that values down to earth collaboration. They believe that you are the expert of your own organization and its mission, and that an investment in training leaves the expertise with you and your people. They provide practical guidance and processes that you can implement immediately, creating a better functioning team with a more coordinated fundraising strategy.You can reach them at info@storypoint.ca.