COVID-19 WHEN IS IT APPROPRIATE TO ASK?

What to say, to whom and when

Andrea McManus, ViTreo Group Inc
March 24th 2020

Make the phone call. Today.

How we contact our donors depends on what makes the most sense for who the donor is, but based on these extraordinary times, making a phone call is the best way to communicate and will have the highest impact for most donors. This is the time for us to show our humanity more than ever, check in with people, ask how they are doing and tell them we are thinking about them. Let them know you will be communicating frequently and providing updates.

Some of the questions ViTreo receives right now are “What do we tell our donors?, What do we say to them? When do we say it? Who should we say it to?” “When can we ask for donations?” Our recommendations are below and our first recommendation is that you don’t put off beginning these efforts.

Asking for donations in the short-term (current and potential donors)

Right now your donors and potential donors are experiencing their own issues as a result of the pandemic. Most of them will be struggling with how to manage their own situations. Ensure your messaging at this time is “what can we do for your donor?” and not, “what they can do for your organization?” Making the ask right now may do more harm than good.

However, make it easy for donors to make donations online — ensure your website is up to date with messaging, online fundraising is managed well and make suggestions like monthly donations on your donation page.

Don’t wait to begin talking with them

What’s at risk? Not living up to your organization’s values and mission and making the people we serve even more vulnerable. It’s essential to be focused on the short-term right now, but don’t lose your long-term focus either. Review your mission with your people, ensure they keep it at the forefront of everything they do and share it often.

Transparency in communications with all your stakeholders

Be honest and be candid. What’s critical is to communicate, and communicate often. Don’t leave your key stakeholders — donors, funders, employees, partners, clients, and so on in the dark. It’s critical to communicate with them now. Leaving a void with no communications at this time may hurt your nonprofit organization now and in the long-term. 

“Communicate, communicate, and communicate. Share messages and individual updates regularly and often. In the first hours and days following a crisis, acknowledge the issue to donors and share what the organization is doing to develop a response. You do not need to have your organization’s full response to speak with your largest donors. Granting a glimpse of the work being done behind the scenes is a positive first step.”

- CASE, Stewarding Donors Through A Crisis, Elizabeth Zeigler, February 18 2020

Let your donors (and your clients) know you will continue to advocate for those you serve and fulfill your mission.

“Why Communication?

Your donors, whether they have only recently given their first donation or have been giving for over a decade, have a lot on their minds right now. Giving is probably not a top priority for them. Similarly, giving them updates that ignore the context of what’s happening around the world will seem tone deaf and unimportant. But, sending donors periodic, relevant communications that draw on our current context can keep the relationships going.”

- Bloomerang, Donor Communications During a Crisis News Cycle, Vanessa Chase, March 17 2020

Three different organizations, three different responses

The Calgary Foundation is an example of an organization which has been highly responsive to community needs; it has pivoted as those needs have changed or become more urgent. Initially, the organization set up a Charities in Need During the COVID-19 Crisis web page, a simple online platform for community organizations to specifically communicate their mission and their needs (donations and/or requests for volunteers), and a website link and/or contact information, should someone want to donate.

Today, the Foundation announced expanded support for vulnerable populations though its new Pandemic Recovery Program. This demonstrates leadership and appropriate messaging during the pandemic — keeping a sharp eye on events as they unfold, filling the gap where it is needed and communicating effectively with its stakeholders. Along with being nimble in this situation, an email was sent out to donors and other key stakeholders stating the Calgary Foundation is also providing support to Calgarians through redirecting its own resources and matching donations.

Another large Calgary nonprofit organization sent out an immediate ask — sharing how it was cancelling upcoming events, which would leave it in a shortfall. It acknowledged briefly that others were experiencing difficulties, and then immediately made the ask.

Another very significant nonprofit organization excelled in its communications to the community — it provided in-depth information on its site for people looking for information about the pandemic and their own health issues — although this is not the organization’s mission. It provided information for everyone in the community, not just its stakeholders and donors. Although this was well done, on the donor section of the website COVID update, there’s a specific donor communication. It’s sent out on the website, it’s very brief and the first sentence in the paragraph is about how one can still donate. It then goes on to talk about concern for its audience. From a donor perspective, this was not donor-centric communication.

These last two nonprofits may have put some relationships at risk with asks that are perceived to be too early and possibly inappropriate. How your organization and your people communicate to donors and other stakeholders is just as critical as when. What you say and how you say it needs to be given the same consideration as when you say it. In this highly sensitive time, an inappropriate ask can have long-term impact.

Communications Tips for donors and funders

• Decide first of all who will be the messenger. It could be the ED, Chairman of the Board, the key fund development person. This is a critical decision — and may need to vary for different donor segments.  

• Craft individual messaging. Be authentic. Think of the plethora of emails each of us has received in our inboxes over the last two weeks from organizations with essentially identical messaging. Sending out mass emails right now to donors will likely not have the impact you’re after. Remember, everyone wants to feel cared about and connecting on a personal level will achieve that. Personalized donor stewardship is always the best route.

• Send handwritten notes to donors over the next few weeks and months.

• Develop your key messages. Included with individual communications, your organization’s key messages for the current situation need to be communicated.

• Carefully choose to whom you are sending messages — in the case of an organization or foundation, it should be the leadership along with the key relationship manager.

• Segment your donor base, and define which donors should receive specific messaging and in the case of an organization, which people should receive it.

• With some of your donors, this is not the time to ask for help. With others, it may be appropriate to emphasize your organizations’s mission and current needs.

• Create agreement about and consistency with communications across your organization. It’s critical to all be on the same page — everyone in your organization should be aligned on appropriateness for timing on seeking donations. Ensure your website and social media are up to date with your messaging.

• Above all, be prepared. The head-spinning rate of change we have seen in the last several weeks is not slowing down. Listen carefully, be ready and you will know when to shift your messaging!

These are initial steps to help your nonprofit through these first weeks. If your organization needs help with key messaging and other donor/stakeholder communications, please reach out to us.

Above all, stay hopeful about the future. When speaking to your donors and funders, communicate we are all in this together, it is community that will get us through this time. Let them know everyone can play a part.

We will continue to provide resources, recommendations and strategies through The Provocateur over the coming weeks. This week, ViTreo will also be releasing a BrainTrust Philanthropy podcast on educational advancement in the time of COVID-19.

We will get through this and this too shall pass. We must believe that. With hope and resilience, we will get through this. Together. We send you hope that you and yours stay safe and healthy during this time.

The ViTreo team is here for you and your organization. We are prepared with resources and with experts who can assist you to ensure you remain sustainable. Reach out to us at any time info@vitreogroup.ca or 1.403.210.3157.

Leaders in our sector have pulled together and developed some amazing resources. You can find links to these resources on our website at this link: Fundraising in the time of COVID-19: Advice from leaders in the sector.

ABOUT THE AUTHOR

Andrea McManus, Chair, Board of Directors, Partner
ViTreo Group Inc

Andrea McManus is a Partner with ViTreo with over 30 years’ experience in fund development, marketing, sponsorship and nonprofit management. A highly strategic thinker and change maker, Andrea has worked with organizations that span the nonprofit sector with particular focus on building long-term and sustainable capacity.