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The COVID-19 pandemic has drastically affected the world, in just a few months. We face daunting uncertainty in our everyday lives. Many nonprofits are asking, “How should I reach donors in this rapidly changing environment?” Whereas COVID-19 causes challenges never seen before, including potential disruptions to your direct mail campaigns, you likely have experience handling crisis.
The most imperative thing you can do right now is to communicate with potential donors. Some nonprofits are on the frontlines fighting against COVID-19. Some offer services that will become taxed in upcoming months. All will be impacted by their ability to serve the needy people and enable them to meet their goals. Regardless of your place in the nonprofit ‘pandemic’ landscape, perhaps the most influential strategy you can consider is talking to your donors.
The telephone can be a convenient channel with which to react quickly in a rapidly changing environment. Why are nonprofits using the telephone, in conjunction with digital messaging, as an effective communication tool in response to the current situations? Because it can:
Interact with and affirm current donors
We’re working with our food bank partners to call donors to say, “Thanks for your support, we appreciate you.” We’re also sharing what they are doing to serve communities in this global pandemic. We are asking potential donors to consider supporting the food banks.
These calls don’t solicit gifts directly, they point the donors to place where they can support. This affirmation, without asking for a gift, is the best way to let donors know you care about them. Donors are sharing how much they appreciate the outreach.
Respond to canceled events
Many organizations have canceled their charity fundraising, education fundraising, and sports fundraising events. Think about developing phone campaigns, interacting with social media and digital channels, to share with them the need for their support. Strategies may include asking attendees to consider donating their ticket purchases or providing other ways to participate in virtual events.
Give special thanks
Make the effort to share with donors how they’re making a difference – it’s more important than ever – by saying, “Thank You!” Thanking donors and reporting on the impact they make on your organization, is essential for you to maintain the pursuit of your goals over the next few quarters.
Acquire donor feedback
A telephone is an effective tool when used to solicit feedback from donors to understand what they are feeling. Over the last few months, we have been listing closely. What we’re hearing most of them is, “How you’re reacting to combat the current pandemic?” The telephone call delivers that information. More importantly, the answer to this question validates your donor support and demonstrates that their generosity makes a huge difference in this global pandemic.
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