When nonprofits are faced with fundraising emergencies that relate to their mission – whether it\u2019s a financial crisis, natural disaster, political decision, or local tragedy – they have much to consider before springing into action. What do the victims need most? How can your fundraising team speed up the strategic planning phase to act quickly? How can they overcome their intense emotions about the situation?<\/p>\n
The courage and bravery that brought you into the fundraising world will help you overcome the fears of working through a crisis. An emergency situation is the best time to take advantage of trusted fundraising methods that can be implemented quickly and cost-effectively.<\/p>\n When you\u2019re trying new ways to reach out to donors and connect with them, don\u2019t forget about the small details that can make the difference between success and a miss. For example, you wouldn\u2019t want to solicit a donor who previously mentioned having a close or personal connection to your emergency situation without referencing that conversation. Get together with your team to brainstorm the information that could be pertinent to your emergency fundraising efforts.<\/p>\n Try using a prospect research tool<\/a> to report on your donors\u2019 history of political giving or using your constituent relationship management system<\/a> (CRM) to review notes about their interests and concerns. You can also segment your database by demographic to create lists of donors<\/a> who might be affected by your emergency. If you have staff working from home, make sure you are all communicating with donors using the correct phone numbers and email addresses to ensure recognition and proper documentation.<\/p>\n<\/section>\n Your CRM is your most vital resource to help you reach supporters. If your donor data is not accurate or is missing essentials, like emergency contacts, waivers, householding information, etc., consider doing a team cleanup<\/a> to prepare for a crisis situation. <\/p>\n If needed, a simple phone call, postcard, or email to supporters asking to confirm their contact information can help them stay informed about your programs and services. For addresses, a CRM like DonorPerfect will allow you to integrate an automatic address updater<\/a>. Also, be sure your website includes an email signup form to stay in the loop.<\/p>\n<\/section>\n With supporters concerned about a crisis, it\u2019s unlikely they\u2019ll be willing to hold face-to-face meetings as easily as before. However, as a fundraiser, you know that intimate conversations produce the best results. What can you do? <\/p>\n Embrace alternatives like Zoom meetings, recorded video messages<\/a>, and automated text messages<\/a> to get the conversation going quickly yet efficiently. Lead with concern about your donor\u2019s well-being during this time, and make it evident that you have been paying attention to their needs. Video and text message fundraising tools do allow nonprofits to create donor lists based on past giving and other criteria to make sure their outreach hits home. These methods also allow fundraisers to include a link or donation form for the next steps.<\/p>\n<\/section>\n In times of crisis, online fundraising<\/a> helps you inspire a connection between your donors and the beneficiaries they will be helping – a connection that they can\u2019t quite get from mailing a check or responding to a letter. That\u2019s because online fundraising tools<\/a> allow you to explain your emergency situation on a dedicated campaign page with photos, videos, and stories that invoke an emotional response to the cause. <\/p>\n Even if you don\u2019t have a website, online donation forms<\/a> are one of the most powerful ways to connect with supporters during a crisis because they\u2019re easy to link to on your emails, social media posts, and crowdfunding pages<\/a>, and they\u2019re easily customizable. By adding your nonprofit\u2019s logo, colors, information, and photos, you are showing donors that they can trust this page with their payment information. You can even customize your form to explain what each gift amount will help you accomplish.<\/p>\n<\/section>\n<\/section>\n It\u2019s crucial to understand how your fundraising methods may change in a crisis before determining how to adapt. Depending on your nonprofit\u2019s size and fundraising model, you probably use one or several of these methods to accomplish your fundraising goals:<\/p>\n Nonprofit organizations that rely on major gifts, such as colleges or hospitals, typically hold face-to-face meetings to obtain funds to support their programs. These gifts often depended on fundraisers visiting donors in their homes, restaurants, and offices. In an emergency or a crisis, it may be difficult or even impossible to plan these meetings. <\/p>\nYour keys to crisis fundraising:<\/h2>\n<\/div><\/div>\n
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Leveraging your data in a crisis situation <\/h2>\n<\/div><\/div>\n
Collecting the right information for emergencies<\/h2>\n<\/div><\/div>\n
Embracing alternatives when necessary<\/h2>\n<\/div><\/div>\n
Leaning into online fundraising<\/h2>\n<\/div><\/div>\n
Your 4 main areas of crisis fundraising:<\/h2>\n<\/div><\/div>\n
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Major gift fundraising <\/h2>\n<\/div><\/div>\n