Facing an unexpected situation, whether it be an extraordinary expense or a crisis like COVID-19, there is a strategy and a formula to communicating with donors and soliciting funds.
The most important thing is to remember that it is about your mission, not about the money. Donors and stakeholder support you because of the mission that you carry out, not because you are a successful and worthwhile business. You fill in the cracks.
Communication is key in this time. As your mission is valuable, everything that you has value, be sharing everything that you do in every format possible (social media, website, newsletters). Your mission is about people and pictures of people tell stories. As often as possible, share pictures, share stories, share value.
Get Intimate
As easy as mass communication is through mass emails or social media posts, this is a time to communicate with donors one-on-one. You can communicate by doing individual emails, by texts messages, and by phone calls. When feasible, conduct in person visits.
If you have never communicated this way, expect suspicion. During a time of regional, national, or international crisis that donors are getting bombarded by requests by many worthy causes. Donors are seeking authentic communication, so provide it following the below rules.
Be Positive
This is a challenging time. It is a challenging time for donors as well as your organization. Share empathy, but be positive. Again what your organization does offers value and important. If there is a great story that has been shared on social media, reference that.
Begin with Thank You
The people you are reaching out to already have some sort of relationship with you and have given in the past. Say “Thank You”. Be specific how their support has benefited your organization in the past. If you can speak to a specific program, provide information on that.
Speak to your mission
Tell people your elevator speech to remind them what your mission is. Be sure to include the individual stories that exemplify your mission. If you can speak to the long-term impact of your mission by sharing an update of someone you have worked with.
Know your numbers/ Share the need
Speak to where you are today and what it will take to get you to the next step. You are making these calls because something has occurred and there is a revenue shortage (an event is canceled, significant damage, revenue removed). Most of us do not have a piggy bank in a donor that can cover the short fall.
Know what will be impacted and what the specific costs associated with the individual programs. Be prepared to speak to what you believe a specific donor will be able to assist with.
For example, if you have a $100,000 impact, and do not have one donor you believe that can replace that impact, then you need to break that impact down.
- $10,000 – for a reading program
- $1000 will cover this reading program for 20 children for the next 30 days
- $25,000 – for a feeding program
- $500 will cover meals for 20 children for 1 week.
- Operational costs – You need to operate, and there are people that want to fund this so you can continue the good work you are doing.
- $5000 will cover our rent/ mortgage for the next month.
There is a plan
Share what you are doing to adapt to this issue. More than just asking for money, how have you tightened your belts. Explain how you continue your mission. Again if you can reference something on your social media or website, that is even better.
What conversations are being had? Major donors are also investors. Be open to their input.
Forget Egos
This is not a time to claim ownership of specific donors or limit who can be involved. This is a time to focus on right person, right time, right ask. This is a crisis and all hands are on deck. If you have others that feel they can help, take the time to educate and prep them, and empower them.
Work your data
This is when you donor management system comes in value. Identify different reports you can work. Here are some ideas
- lapsed donors – thank them for previous support, explain how important their support is now
- Top donors – explain the impact of their contributions in the past, ask for advice (get money)
- Outstanding pledges – If you have a giving society, ask for an “advance on the pledge”. Make sure you address any automatic payments.
- Set up a special giving page – prepare a solid message and invite those “prospects” to give, or use ambassadors to share the page and invite other donors.
Be open to all help
Remember the old cliché: if you want money, ask for advice. If you want advice, ask for money. This cliché is very true. So be willing to listen to advice. When given, follow-up and share what you did or did not do with the advice. If people offer to write a check, be prepared with what level you want them to give at. That is why it is important to know the numbers.
Underpromise/ overdeliver
Whatever you say you will do in your conversations with donors at this time, do more. If you promise a report by Friday, get it to them Thursday. If you promise one picture of a program, provide two. Whatever you do, make that donor believe they are the most important and most valuable. If you only do handwritten notes at $500, start doing them at $250. A crisis will pass, but it takes some extra effort to succeed in this time.
Be innovative and creative
During COVID-19, people are isolated. If you want to get in with an elderly donor, offer to pick up groceries for them. If you have children’s artwork setting around, use it as part of your thank you/ solicitation.
If you have extra trinkets from an event, can you send them out in some unique way with a special message. Especially if you have something like hand sanitizer during COVID-19.
Provide give and take. In times like these you need to provide direct value to donors.
Keep saying THANK YOU
A great friend reminded me that you can never say THANK YOU too often nor too late. Please thank people for the conversation, their time, and their support whether it be financial or otherwise.
