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HIGHER ED - DONOR AND PARTNER ENGAGEMENT IN A CRISIS

The Triple Whammy Post-Secondary Institutions Face

Andrea McManus, ViTreo Group Inc
June 30th 2020

"When the current crisis ends, history will show that the most successful non-profits continued to ask for donations, although likely in a different way.

Those non-profits who go ‘silent’ or attempt to give their donors a break will likely see the same results as others before them - and suffer or even go out of business as a result.”

- Ben Miller, Chief Analytic Officer of Donor Trends, Association of Fundraising Professionals

Across the planet, organizations large and small have felt the effects of the two global crises now facing us. Among these myriad organizations working in a highly changed environment, post secondary institutions are often on my mind. They play such a significant role in society: the education of future generations. Their ability to continue to perform this role has a wide-reaching economic and cultural impact for societies everywhere.

Protecting and ensuring the future of post secondary institutions so we can, in turn, protect and ensure the future of those young adults who choose to continue their education after high school must be a priority.

The Coronavirus pandemic has already placed a high toll on our high schools, universities, colleges, etc. with complete lock-downs. Online learning has replaced teacher-led classes, not ideal for some. At this point, most learning institutions and their students don’t know what the coming school year will look like. Will it be all online or a combination thereof or back to the good old days of classroom learning?

Whatever the future holds for these purveyors of higher education, one thing is certain. Donor and partner engagement will be required for sustainability.

One of my Partners at ViTreo, Scott Decksheimer, CFRE and a ViTreo Senior Associate Michael Donlevy, who recently retired as VP of Business Development for Red Deer College, recently presented on Donor and Partner Engagement in a Changed Environment to Colleges and Institutes Canada (CICan). CiCan is the national, voluntary membership organization representing publicly supported colleges, institutes, cegeps and polytechnics in Canada and internationally.

In this context, “Donor and Partner” include:

• Current donors

• Sponsors; e.g. Athletics

• Alumni

• Business Partners / Clients

These are all groups that have helped to support higher education institutions in the past. But, as Scott and Michael presented, things are different now.

THE TRIPLE WHAMMY

Higher education faces:

1. Reduced government funding with greater reductions likely ahead

2. The economic downturn and uncertain recovery

3. COVID-19 and how it will shape all that colleges and post-secondary institutions will do now and in the future

In the time since their presentation, the senseless and tragic death of George Floyd has led to an increased, and necessary, lens on systemic racism, diversity and inclusion which will also have an impact on higher education. It’s really more of a Quadruple Whammy now.

WHAT DOES THIS MEAN FOR DONORS AND SUPPORTERS?

They too, of course, have felt the impact of these crises. We must never forget that. I think it’s fair to say everyone has suffered financially.

Historically, markets experience ups and downs, and this too shall pass. Economies also go up and down, and this one too shall eventually turn around, although predictions are that it will be a slow recovery.

HOW DO YOU ENGAGE YOUR STAKEHOLDERS?

It’s often the case during a crisis that nonprofit fundraisers think giving donors and other stakeholders “a break” is the right strategy. Historically that hasn’t worked for nonprofit organizations.

Donors support causes for a reason. People engage with and become partners with organizations because they believe in them. These crises will not change that.

The opportunity is for leadership to offer a galvanizing vision, that also recognizes this “new reality” in donor trends:

“Donors, partners and alumni have never been more important

Donors need to know they can make a real impact on the learning of a student quickly

Donors want to support organizations to whom they are loyal and believe in, and have a connection

Donors need real world connection to current issues – and want to understand what your institution has done to benefit the communities you serve”

- An excerpt from Scott and Michael’s CICan presentation

PRACTICAL, SPECIFIC TACTICS

• Revisit the reasons your donors have given in the past

• Paint the picture for them of what an investment do this fall, and how will it improve a student’s experience

• Show them where they can invest that will help you respond:

  • Quicker

  • Better

  • More efficiently

• Let them know the practical need that you have now (or will soon)?

THE ENVIRONMENT HAS CHANGED, BUT YOUR MISSION HASN’T

No matter what is happening outside your institution or organization, one thing has to remain consistent — your mission. The path to achieve it may have changed, but you must remain true to your vision. It is critical to remain essential to your constituents. Your focus and resiliency is valued by your donors and partners.

SO WHAT DO YOU ASK FOR NOW?

• Support for students entering – bursaries – always important – even more so now

• Resiliency funding – for initiatives related to restarting the college experience

• Investment in applied learning and new program development

• Key experiential needs to help make college life welcoming

• Concern for graduates – programs to help them find work they are trained to do

STEWARDSHIP MATTERS

It always matters, but even more so now. Stay in touch with your stakeholders, not just when you are making an ask. Let them know they matter. And yes, let them know how they can help.

How have you engaged your donors and partners? What has worked for you?

In Blog #2 of this series, guest blogger ViTreo Senior Associate Michael Donlevy will talk about “Bundling” — a new way of attracting investment in Higher Education.

See you next week. Stay safe and stay healthy.

Check out ViTreo's Braintrust as we bring you additional insights into what is and what will be important in philanthropy through our Weekly News Recap and our Podcast.

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.