Issue 16 | GIVING magazine
By Susan Brekelmans, CFRE,
Senior Consultant at Benefactor Group
Right now, the nonprofit sector seems to be facing crisis after crisis. Well, if crisis is the new status quo, it pays to plan ahead with a crisis response playbook. Read below for a set of steps you can use if you’re currently facing a funding crunch — or want to be sure you’re ready for the next challenge.
Communicate Immediately With All Donors
Send an email update to all donors; make calls to your closest and most generous supporters. If you’re active on social media, stay active. Send a weekly update with the number of people served vs. the level of demand. Consider a dedicated landing page. Clear communication is imperative.
Clearly Explain the Challenge
Don’t mince words when it comes to the magnitude or urgency of the situation your organization is facing — but balance urgency with agency and hope. Share the impact of funding cuts or delays, along with stories from those you serve. Revise your case for support to articulate your top priorities.
Ask All Donors To Give
Respecting your donors’ communication preferences, ask them to join your community of supporters at this crucial moment. Ask in different ways, ask urgently, and demonstrate how donors will directly touch the lives of those you serve.
Ask Monthly Donors To Bump up Their Gift
Send a segmented appeal to your current monthly donors asking them to increase their monthly commitment.
Share Your Story
Activate your networks to get the word out. Ask staff, board members, volunteers, and other supporters for help in connecting with local media, business associations, and service clubs.
Turn Crisis Donors Into Long-Term Movement Mobilizers
Keep these highly motivated donors close! Follow a plan to deliver a welcome series to new donors. Offer regular non-solicitation updates and give supporters advocacy tools. Segment your appeals so that you can customize your messages — show your donors you know exactly who they are.
Use Analytics To Evaluate as You Go
If you’ve never consistently tracked your donors’ behavior, now is the time to start. Use an analytics tool to assess website and social media traffic patterns. Send emails using an email marketing platform so you can see which messages get the best response.
Nonprofits have forged ahead during times of upheaval by taking a deep breath and connecting with donors and supporters. Refer to the playbook and take action.
