Keep fundraising. Just like in good times, retention is key. It costs more to get a gift from a lapsed donor than one who has given recently, so it’s critical that you stay in the hearts and minds of your current donors. Giving has NEVER ceased completely, even during the recession in 2008-2009. In the aftermath of the 911 terrorist attacks some organizations saw a spike in charitable giving. But, as always, the only way to get the gift is to ask. So, keep asking.
Source: The Center on Philanthropy at Indiana University, Giving USA 2019
Tell your story and detail the need. Be honest with your current donors. Outline the impact the coronavirus pandemic and the resulting economic downturn are having on your shelter. If you’re taking in more animals, let them know. If you’re doing everything you always do and with fewer people, let them know. If you have seen a great surge In support from foster homes to help lighten the load, share that good news with your donors. Take a storytelling approach, feature animals you are serving to give donors the opportunity to connect emotionally with you during this time of need.
Explore your lapsed donors for reactivation. If you’re experiencing unusually high demand for your services, now may be a perfect time to ask donors to re-engage.
Reach out to major gift donors personally. Find out if they will be able to continue their support at prior levels. They may be able to move annual gifts to earlier in the year to help offset canceled events or other face-to-face fundraising activities. Look at this crisis as an opportunity to engage with your most important donors on a more personal level.
Evaluate your acquisition efforts. It could be a great time to introduce new donors to your mission. Especially if you’re experiencing increased demand for your services or investing in new ways to deliver on your mission. Be more strategic and selective about the new audiences you solicit during the crisis. If you are soliciting event goers or using outside lists in your acquisition appeals, consider adding more data points to gain insights on the most likely responders to manage your expense. Evaluate channels (direct mail, digital media, social media, email) for their ability to leverage these data insights to reach new audiences who look like current donors, have the capacity to give and have demonstrated an affinity for animal welfare.
Brainstorm ways to engage with donors online. If possible, stay top-of-mind by using video to illustrate that your organization is continuing to pursue interventions, accept, shelter and feed animals and provide essential veterinary care even with reduced staff and volunteer support.
Articulate your financial responsibility. When the economy is slow, donors are especially anxious to know that their funds are being used wisely.
Plan for the future. This crisis will pass, so start planning now for that day and be ready to maximize the return to normal. Think of ways to show gratitude to those who stepped up during this challenge. Make personal phone calls, schedule recognition activities or plan thank-you mailings. Share with them the impact of their support during the crisis and you may just find your next major donors.
Don’t forget fundraising basics. Make your appeals personal, emphasize the importance of the donor and their direct impact on the animals you’re serving, thank the donor repeatedly, and ASK FOR THE GIFT!
Keep Calm and Carry On! Keep your mission at the forefront of your decision-making and your eye on the future and you will find yourself with a healthy fundraising program that’s ready to take on the next challenge.
MESSENGER
Blue dawg updated their business hours.
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"Baby, it's cold outside!" For many blue dawg clients helping the homeless or working with children and animals, cold weather means concern for those who don't have adequate homes or clothing or care! Your donors don't have to imagine the cold ... they can feel it! And they respond when they know someone needs help to survive, whether human or beast.
Take time to send a press release asking for support, both financial and material. blue dawg's Strategic Advisors Team can write that press release for you and teach you how to distribute it, too.
Adding the Strategic Advisors Team to your blue dawg scope of services means you have someone in your corner when you need a press release, fundraising or public relations advice or to brainstorm strategies of any kind. Contact us to learn more. We're more than advisors ... we're hand on!
Photos by Marc Kleen and Tadeusz Lakota
This is true not only for our team at blue dawg, but it's true for you at your organization and in your family. You were fearfully and wonderfully made to do great things.
Chris Blazer, Strategic Advisor at blue dawg, visited Sozo Children's beautiful thrift shop in Birmingham, along with new blue dawg employee Julie Larocco. "This sign on the outside of their store says it all," Chris says.
It was a privilege to meet with blue dawg client Sozo Children last week! Their ministry providing basics needs to vulnerable children in Uganda is transformative ... rippling beyond each person served to affect hundreds of others! This year, Sozo celebrates its 10th anniversary. Visit their website at http://www.sozochildren.org/ to watch a video with founders Suzanne and Ron Owens as they take a look at what God has done and WILL do in the future!
Another incredible partner, Sozo Children, gave me a mask. Initially, I thought all the caring gifts of masks from our clients were out of concern for my well-being. Now, I wonder if covering my face is for more than health reasons?