Let me cut to the chase here. You have to continue to communicate with your donors during this coronavirus crisis. You have something to say to your donors.
You have to let them know what the impact has been on your ministry or nonprofit.
You have to let them know how they can help.
It’s that simple (but still very complicated, I know, I know).
No, you don’t want to do the nonprofit version of profiteering. You don’t want to jump on the bandwagon with a bunch of inflammatory, scary fundraising. But you wouldn’t do that anyway, right?
If this “thing” is impacting your organization in a negative way or if you’re seeing increased opportunities to serve because of this situation, you need to act now to communicate with your donors. They deserve to know. And this is the time to do it.
Business as usual fundraising in this time is a huge mistake.
Sitting on the sidelines and not communicating with your donors is also a mistake.
Your donors love your cause, your ministry, your impact on the world. That hasn’t changed.
Yes, they are distracted. Maybe even worried. But that doesn’t mean they don’t love what you do. Don’t talk yourself out of communicating with them.
If your situation is urgent. Be urgent. Be direct. Be clear.
Explain what is happening.
Explain what you’re doing to make things better.
Explain what the donor can do to help right now. And don’t just make it all about money. Encourage and equip them to spread the word.
And finally, probably most importantly, you have to express your care and concern for them. You’ve never made your relationship with donors only about the money. Give them multiple ways to support you beyond giving. Praying and sharing about your situation are two easy ways. You can come up with what fits your situation.
And never forget, you’re changing the world for good. There’ll always be a place for you. And donors ALWAYS support organizations that are doing good work.
This is a tough time. Let me know how you’re doing and what you’re doing.
You can reach me at sthomas AT Oneicity DOT com.
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