The COVID-19 pandemic represents an unprecedented challenge for nonprofit fundraising. Not only are organizations attempting to raise funds during a time of economic hardship, but they’re also unable to speak in-person with donors when doing so. Let’s explore a few key questions nonprofits have had surrounding fundraising in the wake of COVID-19
How will the coronavirus pandemic impact fundraising?
When it comes to the pandemic’s impact on fundraising, there are two key facts to remember:
- The economic downturn triggered by the virus means that there will likely be a higher need for nonprofit services.
- That same economic downturn also means that supporters may have less to give.
These two factors put together can mean a difficult landscape for nonprofits trying to fundraise in the wake of COVID-19. That doesn’t mean organizations should abandon the effort entirely, but rather that they should adjust their course to new efforts.
For example, many nonprofits are supporting the idea of drawing on year-end giving right now. This means asking supporters who normally make gifts at the end of the year (around #GivingTuesday) to move those gifts up a few months to support organizations during this essential time.
What should nonprofits do to respond to coronavirus?
There are two key things to keep in mind concerning how nonprofits should respond to this crisis:
- Organizations should continue communicating with supporters and even soliciting gifts.
- Communications and gift solicitations need to look different than they may have looked in the past.
As we’ve learned from Averill Fundraising Solutions, it’s more important than ever before that nonprofits continue reaching out to supporters and soliciting gifts. After all, nonprofits fill an essential role in ensuring needs are met in communities— and during a time when more and more people are losing their jobs, losing access to resources, and overall in crisis, nonprofits are essential.
However, it’s also important to understand that those conversations, those gift solicitation conversations, may not result in a gift being made. There’s a decent chance your supporters could be hit hard by this crisis, and sometimes it’s best to just reach out and see how they’re doing!
Where can nonprofits learn more about the impact of COVID-19?
COVID-19 is affecting every single nonprofit organization right now, which means that it’s definitely a trending topic. Nonprofits looking to learn more about the impact of COVID-19 specifically pertaining to their operations can do so by simply turning to their peers and other thought leaders in the space.
For example, many nonprofit publications (such as NonprofitPro and Chronicle of Philanthropy) are writing content for organizations struggling to maintain momentum during this time. Further, many nonprofit software providers are sharing valuable tips and other information on the impacts of COVID and how technology can be used to overcome the challenge.
One great example of this is Bloomerang’s comprehensive COVID-19 resources page, where the donor database provider is compiling a list of blog posts, case studies, curated lists, and even helpful templates to help nonprofits make sense of this chaotic period.