Don't Stop Fundraising
We get it, the world is a scary and unstable place right now, and we’re so deep into uncharted territory that sometimes it can be hard to see the forest for the trees. But if there’s one piece of advice we feel confident in giving, it’s this: Don’t stop fundraising.
As we discussed in an earlier post, now is the time to start communicating proactively with your donors. Don’t back off and give them space (unless they have specifically asked for it, of course). In times of crisis, people want to come together, and they want to help. It’s your job to give them the pathway to do just that.
A look at charitable giving during The Great Recession shines some light on what we might be able to expect in terms of donor behavior in the current climate, and the data shows that donor households remain constant in their giving. A 2019 study called “Changes to the Giving Landscape,” researched and written by the Lilly Family School of Philanthropy at Indiana University in partnership with Vanguard Charitable, illustrates this point.
The study demonstrates that from the year 2000 to 2016, there was no statistically significant change in the amount that the average American donor household gave annually to charity (once dollars were adjusted for inflation). This means that The Great Recession did not have a long-term effect on the giving of donor households.
Additionally, although there was an overall decrease in charitable giving during The Great Recession, the impact on overall households was more significant than it was on Donor households. From this we can extrapolate that there are two kinds of households that make charitable gifts—those that give when they can make it work, and those that give no matter what. It is those donor households that give no matter what that will be your stalwart supporters through this challenging time, and you can lay the groundwork now for future gifts from those donor households that will give again when they can do so.
So what should you do with this information?
Keep going! Considering the context for this study, the news is good. Let this be a motivator for you, your team, your senior leadership, and your board. The donor households are out there and they will continue to give—some will give throughout the economic downturn and beyond, and some may drop off but will come back!
Prepare for a two-pronged approach. Understand that while some donors will continue to be responsive to your solicitations throughout uncertain times, others will not be prepared to give again until the economy stabilizes (but they will give!). That means that a “No,” might just be a “Not right now.” Any meaningful touchpoints that you are able to make with those donors are vital to ensuring that you still have an authentic relationship with them once they are ready to resume their prior levels of charitable giving.
Don’t forget about the power of hope. No one needs to be told right now that times are hard—they already know it. Use the tools at your disposal to send a message of hope. Share with your donors what you are proactively doing now to continue fulfilling your mission even if your doors are closed, and let them know what the future looks like once we are able to return to normal life again. Painting an optimistic picture of the future will keep your donors engaged as you weather the storm and come out the other side.