Fundraising successfully in the covid-19 'new normal'
As we transition to a new normal, people are moving away from ‘blitz spirit’ crisis mode. But things are going to be different for a long time in 2 critical ways:
Our social, leisure and work lives: there’ll be no mass events, and reduced travel
The financial impact: this will begin to be felt by everyone, globally
This has and will continue to affect the charity sector in a big way, but there are 3 things we have learnt that can help you over the next few months:
People want to help - they’ve enjoyed the opportunity during this crisis
People with privilege are more aware of it
People want places and organisations that matter to them to survive this crisis
To go into more detail:
People want to help
Lots of us have enjoyed making positive communal contributions and connections during this crisis, so let everyone know how they can play a part in your mission and continue to be a force for good in their community. Give them something to do!
People with privilege are more aware of it
The crisis has opened people’s eyes to how differently affected the ‘haves’ and ‘have-nots’ are by ostensibly the same thing. AND the comfortable know that they owe a debt to those doing low-paid frontline jobs. Highlighting this can nudge people to more generously share their relative wealth.
People want places and organisations that matter to them to survive this crisis
This is particularly relevant to arts, sports, leisure and social enterprises. If you let people know that your survival is at risk because of this crisis, and give them a way to stand with you, they will.
Let them support your work by:
Buying from you
Allowing them to refuse full refunds for events
Becoming members
Buying vouchers for the future
Explain how this will make sure you are still surviving and thriving when social distancing finally ends.
What to ask for – remember, be relevant and covid-response focused.
Do not fundraise for work that can’t happen at the moment. Anything with travel or accommodation, face-to-face delivery or mass gatherings is a pipe dream. Update your propositions.
Do fundraise to pivot what you do to remote/online, and to meet the unmet needs of your beneficiaries, to address the impact of this crisis on the most vulnerable.
So, as we transition into a longer term ‘distanced’ and financially-strapped reality, we need to settle into a slightly different approach to fundraising. Firstly, we must be sure to fundraise in the context of Covid; how this crisis is affecting us/our beneficiaries. Secondly, keep your supporters closely updated, offer them ways to help the things they care about, and gently contrast their corona difficulties with those who are finding it even harder.
Fundraising in this environment is challenging and takes creativity. Throughout this crisis, I am continuing to offer free fundraising clinic sessions. "I've really appreciated the space to consider, refresh and pivot my strategic thinking."