We’ve just gone through a tough year. It’s around the one year anniversary of when everything started shutting down in the United States. I know it was earlier in other parts of the world. In addition to the pandemic, we’ve endured an economic downturn, racial reckoning, political turmoil, and climate disasters.
We’re still living through many of these challenges as life veers towards something more normal, but it won’t ever the same.
Your nonprofit organization has gone through a lot and is continuing to navigate this ever-changing climate. It’s important to not give up and persevere.
Nonprofit organizations are essential
We’ve heard a lot about all the people who are essential in our society. Nonprofit organizations are essential. Take a moment to congratulate yourself for making it through this year and continuing to provide essential services as best you could.
In an ideal society, the government is also essential, but in many ways, the U.S. government failed us and nonprofits (with support from essential donors) stepped in to help. For example, a major winter storm in Texas last month caused massive power outages that were made worse because the state chose to isolate its power grid from national grids, making it difficult to import electricity from other states. While some government officials fled the state, those without that luxury had to deal with hardships such as no power and water. And who stepped in to help right away? A bunch of nonprofits ranging from national organizations to local aid groups.
I’ve been telling you for the last year to keep fundraising! Donors will give if they can. If you’re short on revenue, here are a couple of ways to raise more money.
Organizations with a strong monthly giving program have done well. Monthly giving makes sense on so many levels. Nonprofits receive a steady stream of revenue throughout the year, monthly giving makes it easier for donors to spread out their gifts, and the monthly donor retention rate is 90%. Monthly donors are also more likely to become major donors and legacy donors. What’s not to like?
Why Monthly Giving Makes Sense
Another way to pick up some extra revenue is to reach out to your lapsed donors. Donors stop giving for a variety of reasons. Maybe things were tough for them financially last year or they were just too overwhelmed to donate.
Circumstances change. Reach out to donors who have given in the past, but didn’t donate in 2020. Send them personalized appeals. If you find out a donor can’t afford to give right now, respect that, but keep sending messages of gratitude and updates, unless they opt out.
The right way to win back lapsed donors
Don’t go silent
One reason donors stop giving is because they rarely hear from you or when they do, your messages are uninspiring. This is something you can control.
It’s important to keep up with your donor engagement. An underlying theme of many of my posts this year is better communication will help you raise more money.
I know it may continue to be hard, but you can’t ignore your donors. You don’t need to take on too much. Aim for short, high-quality messages once or twice a month.
You can’t ignore the current climate
When I see communication that doesn’t reference the pandemic or other current situations, it makes me wonder if the organization is using a template that needs to be revised. It’s a good idea to refresh your messages at least once a year, but in this ever-changing world, you’ll need to do it more often.
I will say that since the start of the pandemic, most donor communication is more personal and less generic. Some specifically references COVID-19, while others mention a challenging year. You also have specific needs and an urgency. Organizations that made this clear raised more money.
Your organization has faced challenges, everyone has, and you need to acknowledge that.
Looking to the future
This is an opportunity to revisit some of your practices. Were virtual events and donor meetings successful for you? We may be looking at a hybrid of in-person and virtual gatherings for a while.
Donors are also going to expect honest communication about your need and want to hear about your success and challenges.
The future still holds uncertainty, but things are going to get better. If you’ve communicated more with your donors over the last year, keep that up. If you’ve been hesitant, you need to do more. Don’t be afraid to ask for donations. Keep up the better communication.
Keep up your essential work!
What Will a Post-COVID Nonprofit Economy Reveal?
A glimpse of the fundraising picture in 2020 reveals some important truths