The COVID-19 pandemic has thrown into sharp relief both the imperative and the fragility of nonprofit organizations.
It has affirmed the mission of many organizations. Those in the healthcare sector. Those that provide essential services for the homeless, people with disabilities and a world of other vulnerable populations. They are experiencing an increased demand for their services. They need even more resources to respond in kind.
Yet, the private donations which sustain such organizations are in jeopardy as so many Americans are feeling the financial impact of the pandemic.
And for those nonprofits whose missions are not directly related to the current crisis, the challenge is even greater. How do you advance your mission when the country is occupied with thoughts about hand washing, stocking the pantry, covering bills?
Connected and engaged
It is vital to stay connected with your constituents through this time and keep them engaged with your mission. That’s not as easy when we’ve had to postpone galas, receptions and lunches.
Thankfully, we have other channels of communication. In the first days of the pandemic many organizations sent email and video messages with expressions of concern and constituent service information. Most halted direct response fundraising, concerned that it felt insensitive to the circumstances.
Then what?
Now, two months into this crisis, nonprofits are re-assessing fundraising plans. They are confronted with the same reality: they must raise funds if they are to survive.
Now communications need to offer more than the proverbial “thoughts and prayers”. They must be value-added for your constituents. They must bring your mission to life. They must require a response from the reader.
In Worth More Than a Cup of Coffee and WIIFM we will explore how to move forward with advancement communications.
Barbara Perkins, Consultant/Advancement Communications
bperkins@matchnpc.com