Tag: COVID

The Pandemic Fundraising Lesson That’s Applicable Tomorrow

Steven  |  Repeat
pandemic

Isn’t it odd that, during the pandemic, many organizations whose work had nothing to do with the pandemic raised record amounts of money?

What should that strange fact teach Fundraisers who are paying attention?  Because on the surface of things it sure doesn’t make sense.

I think there are a bunch of reasons, and here’s my attempt at a summary…

People give charitable gifts to exert a little control over the world.

All of us like feeling that we have control in their lives. The pandemic took away that control. Jobs were lost, jobs changed, we couldn’t leave the house, etc.

Yet people still had a deep need for control.

One of the things they did was give to charities. They gave, according to their priorities, to exert a little control over the world.  To remake a little bit of the world into the world they wish it was.

Those people – your donors – determined their priorities long ago. They had their priorities before they started giving to your organization, and will most likely have those priorities after they have finished giving to your organization.

The pandemic changed their circumstances, but did not change their priorities.

And For Today…

The principle we’re discussing is good to remember if North America slides into a recession. 

If (when?) that happens, the voices at nonprofits will start sharing their reasons that “we shouldn’t be asking donors for gifts right now.”

But remember: the recession might change donors’ circumstances, but it won’t change their priorities.

That’s exactly when you need to remember to be sold out for your cause.  Give your donors a chance to “exert a little control over the world” through your organization to help your cause or beneficiaries.

Everyone (and by that I mean your beneficiaries, your donors, and your organization) will be glad you did.

(H/t to Andrew who recently reminded me of this in a meeting.)

MAJOR DONOR FOCUS: Navigate the pandemic and post-election waters with success

Jim Shapiro  |  Major Donor Fundraising

Over the past few weeks, I’ve spoken with a number of organizations who are feeling very concerned about their major gift fundraising. 

During what is normally a prosperous giving season, organizations are noticing that substantial gifts from their Major Donors are down significantly. 

Rivers that usually run deep have slowed to a trickle.  While majors are still engaged, and they still desire to help, there is a reluctance to make their usual financial commitment.

Perhaps you’re in a similar position?

There are two factors that are impacting the giving confidence of your Major Donors: the federal election and COVID-19.

Let me address each one separately, and offer a few suggestions for how you can navigate Christmas and Year-End with your Major Donors.

Election 2020

When asked why they couldn’t make their annual gift to the organization, one Major Donor said:

  • “There’s a lot of contention and stress politically, right now.  I still want to support you, but I just want to see how that unfolds.”

Four-years ago, the same thing happened.  Also in 2012.  There’s precedent to show that in an election year, Major Donors may often give less, or later than normal. 

We’re seeing a similar trend this year.  Yet history shows that once the transition of power takes effect, the major gifts you would normally see come in November will now likely arrive in December, or perhaps in the new year. 

The good news is that Majors still want to support your mission!

Coronavirus Restrictions 2.0

Here we go again.

A second-wave of COVID-19 restrictions is impacting many states and counties across the country.  Emotionally this is a difficult time, and this tension permeates the economy.  And understandably, those with personal wealth are being a little more cautious than normal.

Your Majors have business interests, investments, and financial portfolios that depend on a healthy economy.  Indeed, when asked why they can’t commit to their usual year-end gift, one donor said:

  • “I want to wait and see how this new round of restrictions impacts my business.”

Navigating Forward

There is good news.

Your Major Donors haven’t run out of money.  The stock market is strong, and it’s getting stronger on news of coronavirus vaccines and progress with political transitions.

What you can do is stay the course, remain positive, and be in front of your donors more often.  Continue to make phone calls, send emails, notes, and cards.  Surprise and delight them. 

Be patient, stay in touch, and when your Majors are ready to give, they’ll give.