Soapbox Engage Blog

Almost everyone is feeling a lot of uncertainty and asking many questions as the coronavirus (COVID-19) spreads around the world. Nonprofits are trying to figure out how to respond and what this means for their work and their funding.

We don’t have many answers, but we do know that this is an important time for nonprofits to focus on donor care. Even small actions will build trust and make your donors want to continue supporting your organization.

Plus, if done correctly, donor care during the coronavirus could actually expand your network of potential new donors. Here are a few ways nonprofits can care for their donors during the coronavirus.

Donor Care Is Important for Nonprofits During the Coronavirus

Remember, the root of successful fundraising is cultivating strong relationships with your donors. When things get tough, it’s an opportunity for nonprofits to take the lead and focus more on caring for their donors than on asking for money. (Don’t worry, there’s room for that, too… but we’ll get to that later.)

During this coronavirus-fueled uncertainty, it’s time to go into relationship-building overdrive by focusing on donor-centered communications and offering extraordinary experiences that they’ll remember after the dust settles. This will increase their loyalty and perhaps inspire them to continue giving despite everything going on in the world.

Many businesses are finding ways to care for people instead of making a profit, knowing full-well that this is excellent publicity and will probably increase their customer base after everything is said and done.

With schools closed and businesses asking employees to work from home, Comcast is expanding their free or reduced-fee services to help low-income families deal with the crisis. AT&T is waiving data overage charges as data consumption is sure to skyrocket. Restaurants all over the country are offering free lunches to children who rely on free or reduced lunches through the school system. Many other companies are doing what they can to care for their current customers and even offer their services to others at deep discounts.

High-quality donor care is the nonprofit’s equivalent of what Comcast, the restaurants, and other companies are doing. They’re putting the needs of their communities ahead of profit to build trust, serve potential customers, and hopefully, they’ll later enjoy a return on their generous investment.

I know I plan to eat at some of these local restaurants when all is said and done to thank them for their generosity! Nonprofits can use the same strategy with their donor-care.

4 Practical Ways To Care For Donors During The Coronavirus

Every nonprofit is different, and there’s no "one-size-fits-all" solution to donor care during the COVID-19 outbreak. But, we gathered some practical ideas for how you can care for your donors during this time of uncertainty.

Call to check on your donors

Even when everything is going on, as usual, one-on-one interaction builds strong relationships with your donors. Now more than ever, it’s essential to take the time to call your donors just to ask how they’re doing.

Tell them you’re thinking of them and want to be sure they’re ok during this time of uncertainty. This is a simple, free way to show your supporters that you are concerned for their health and wellbeing.

Give your donors practical ways to help

In times of trouble and uncertainty, one way to care for people is to give them practical ways to contribute. Loads of research has found that even making small efforts to do good are psychologically beneficial. Even if it doesn’t directly benefit your organization, giving people ways to help in times of crisis builds trust and raises morale (and a lot of us probably need a little boost these days).

Postpone your next fundraising email. Instead, come up with a list of ideas on how people can safely help their local communities (without breaking any CDC recommendations, of course). This might be easier for nonprofits who serve specific geographic areas. Still, everyone can contribute something regardless of where they live.

For example, the national blood bank is already critically low. Encourage your donors who are healthy and have not been exposed (knowingly) to the coronavirus to make an appointment at their local Red Cross to donate blood.

If your nonprofit serves a particular group of people, consider inviting your donors who are now house-bound to make cards or write notes of encouragement to your constituents. Most of us feel uplifted when we take the time to encourage others. Plus, young children who are home from school will be happy to have something productive to do.

If you’re at a loss to come up with ideas on how to mobilize your donors, ask them what they’re already doing and take the time to celebrate their creativity and generosity. You’ve heard the saying, "a rising tide lifts all ships." The more we lift spirits and empower our donors, the more everyone benefits.

Create suggestions on things to watch, read, and do at home

Many people are working from home and trying to carry on as normally as possible. Still, many of us might find that we have a little more free time on our hands due to canceled social activities. Come up with a great resource on how to stay physically and mentally active from home.

This is actually a marketing strategy. Here’s how it works: If you come up with a great list of ways people can stay entertained and motivated from home, they’re likely to share it with their friends and family. Some of those people might not know about your organization--but they do now!

Come up with a few books, movies, podcasts, virtual tours, at-home workouts, and tv show suggestions to help people pass their free time. Be creative!

One way your organization can capitalize on this is to create a daily challenge or suggestion. Have people sign up for your Coronavirus Daily Challenge email (or whatever you decide to call it). That way, you’ll gather their contact information, and you can stay in touch after everything settles.

Put all the new email addresses you gather (people who aren’t already in your CRM system) into a new email list. When things begin to return to normal, contact these new potential donors to re-introduce yourself and your organization. Thank them for tuning in to your daily challenges and invite them to consider partnering with your organization.

Be honest with your donors

Honesty is always the best policy. Your donors actually want to know how your organization is doing! Share how the coronavirus is impacting your work. Also, be honest about the ways your organization might need a little extra care and support.

This might not be the best time to launch a new funding campaign (unless it directly addresses a need the coronavirus is causing). However, your loyal donors want to see your organization survive and thrive these tumultuous times. You can be honest about pressing financial needs and ask people to help make ends meet.

Some people are preparing for their own financial hardships. Even the act of postponing nonessential funding campaigns can be a way to care for your donors. You don’t want them to feel guilty about not being able to participate in something they were excited about just a few weeks ago.

Prioritize your immediate needs and excellent donor-care. Doing this will make it easier to resume fundraising activities after the COVID-19 pandemic subsides.

None of us have experience fundraising during pandemics and seasons of "social distancing." We’re all learning as we go, but some things will never change--it’s always the right time to show compassion, concern, and care for others. We are confident that prioritizing donor care will benefit your nonprofit in the long run.

Here are three more resources to help you boost your online fundraising activities.

• Virtual Fundraising Ideas That Work [Updated March 2020]: This is an uncertain time for many nonprofits, especially for organizations that rely on major fundraising events for the bulk of their revenue. Here are some virtual fundraisers that will help you continue to bring in much-needed donations.
• Is Your Nonprofit Making These Common Crowdfunding Mistakes?: As everyone learns how to live with "social distancing" and events are limited or postponed, crowdfunding can be an excellent way to continue fundraising. Here are some common mistakes to avoid as you incorporate more crowdfunding into your fundraising plans.
• 5 Ways To Maximize Your Fundraising On Facebook: Events and gathering might be canceled or postponed, but social media is on overdrive these days! Take advantage of the increased time people are spending on Facebook to expand your support base and raise money.