By Yvette LeGear Hartsfield, MA, CAP, CFRE, Vice President of Campaigns
There is no perfect time…now is the time!
Despite facing what feels like “unprecedented times,” many nonprofits have successfully launched and completed fundraising campaigns during periods of crisis. Rather than halting your campaign efforts, adapt your strategy with compassion, transparency, and a clear focus on the organization’s goals.
Emphasize your mission’s relevance and urgency. During uncertain times, the need for your nonprofit’s programs and services may actually increase, even as funding becomes tighter. Your campaign should clearly communicate urgency to donors and potential funders.
In an economic downturn, fewer people may be able to give, making the retention, cultivating, and soliciting of your existing donors more crucial than ever.
- Re-evaluate Your Goal. Reassess the three pillars of your campaign—building expansion, capacity growth and endowment. Possibly, your nonprofit focuses on growing and adding much-needed programs but holds off on purchasing and renovating a new building.
- Show donors their impact. Use data-driven impact reports to show donors how their past contributions made a real difference. This transparency builds trust and can motivate them to invest in the future.
- Focus on multi-year pledges. Encourage donors to participate in the campaign with an investment gift by pledging to give over a period of three to five years. This gives donors the opportunity to contribute with less of a financial burden.
- Rethink your ask. Some of your most dedicated supporters may not be in the same position to give financially but can still help in other ways. Engage them through peer-to-peer fundraising or volunteer opportunities.
- Diversify your revenue. It is not all about cash. Campaigns, especially when building an endowment, are a great time to talk with your donors regarding their assets such as stocks, donor advised funds, bequests, and other planned giving vehicles.
- Stay connected. Maintain regular communication with your donors through social media, email newsletters, personal phone calls, and opportunities to engage with the mission. People want to feel like they are partners in your mission, especially during uncertain times.
There is no perfect time to start your campaign. The economy goes up and down, many charities in your community are also conducting campaigns, the list of concerns can be a never-ending list…remember, your nonprofit’s mission impacts real people. Forge on…the time is NOW!
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