The New Normal: 5 Tips to Maintain, Even Grow, Individual Giving
Without a doubt, the fundraising climate for DC charter schools looks different than a couple of months ago. Yet, we’re seeing that donors are eager to continue to support our missions and the critical work we’re doing.
As history has shown us, donors remain charitable even during challenging times. During the 2008-2010 recession, total giving declined between 8% and 11% overall. We know that organizations that continued fundraising and communicating with donors received positive donor feedback and rebounded faster than those that went silent.
As school leaders, it is important for us to stay positive and focused on the long term. While we may need to make short-term decisions, like postponing or pivoting to virtual events, it is key to continue investing in donor relationships.
1. Nurture Relationships with Those Closest to Us.
Consider, which donors really know us and already support our mission? It is the donors who are closest to us that are most likely to continue their support during this time – like our parents, board members, and longstanding donors.
Be Genuine. Your donors are human. Check-in with them personally to ask how they are doing and make sure they are safe and healthy. Consider a personalized text or voicemail that shows you care.
Avoid Assumptions. Although we may feel frazzled, our donors may be in a different place. It is our job to reach out and find out what they’re experiencing. The reality is many of our donors are looking for ways to help and we should find out how best to make that a reality.
Thank Them. It goes without saying that we should be thanking donors for their support before asking for more. Reach out by phone, email, or text to share updates and demonstrate that you value their contributions.
Our focus should turn to spending more time on individual giving – nurturing current donors and cultivating new ones. When donors feel like they have a human connection to us, they are more likely to support us.
2. Offer Options on How Donors Can Support You.
Donors are eager to help causes they care about, especially when you can tell them why it is critical now. Share how your school is adapting in this new environment, such as launching new distance learning programs, addressing food security for students and families, solving technology access, and more.
Believe it or not, your donors may have more time on their hands these days. If your social media feeds are anything like mine, they are full of ways to help students, essential employees, small businesses, and more. Make it easy for your donors by suggesting specific ways to support you. It is useful to engage them with both non-monetary ways to help and specific needs you want financial support for, such as:
Reading a grade-level specific book to students via video
Donating grocery store gift cards to help families in need
Making a financial contribution to help students access distance learning resources
Asking them to share information, such as meal pick up locations
Sending thank you videos and messages for your teachers
Consider participating in #GivingTuesday, if your school has an immediate funding need. Here are some tips to help you decide whether or not to participate.
3. Tell Your Story Uniquely.
Our supporters are eager to hear from us. Schools need to continue to tell your story on what makes you unique. Most fundraising experts recommend frequent communications right now with timely and relevant updates that demonstrate our impact and remind donors why they continue to support us. Use social media, emails, and phone calls to communicate the successes you’re seeing with distance learning or supporting students and families.
Ethos Classical Charter School in Atlanta stays top-of-mind with donors via daily updates on Instagram. Teachers take over the school’s Instagram feed to demonstrate how they are prepping for virtual classes. While at Richard Wright Public Charter School, journalism and media arts students have started sharing feature-length films on YouTube addressing social issues, like suicide prevention and don’t text and drive. Sharing mission-focused content helps us connect with donors as people. Consider ways to tell your story with heart.
4. Be Transparent with Donors.
Donors need to maintain their trust in us. It starts with transparency. When things happen that we didn’t expect, they want us to be honest and proactive about how we’ll adjust accordingly. We need to continue to remind them of our impact and why it matters, but not overstate our outlook.
Be Transparent. Just like you’ve been doing with your families and staff, share openly and honestly with your donors. Assure them that you are taking the crisis seriously to ensure the safety of your students, families, and staff. Let donors know what you are doing in response, such as virtual learning or enrichment packets. You’ve spent a lot of time cultivating these relationships. Being transparent is the least we can do.
Acknowledge the Crisis. Donors expect us to modify our messaging to acknowledge the ongoing crisis. Failure to do so can feel like a disconnect with the challenges your supporters are facing. Let donors know how the crisis is impacting your mission and where you need critical help. Remind them why it matters.
5. Engage Your Parents and Board.
Let’s not overlook talking to the communities vested in our success. Lead a discussion on your next board call about the changing environment and ask for their ideas on how we can best adapt. Ask a handful of parents to join you for a Google Hangout discussion to hear their ideas on how we can better support our students.
Use Technology. Think creatively about how you can connect virtually with your stakeholders, such as Facebook Live, Zoom videos, and even group conference calls. We want to make sure we are giving our stakeholders opportunities to provide feedback and genuinely be part of our planning process.
Your goal is twofold: 1) gain multiple perspectives on how best to adapt, and 2) have your most vested ambassadors understand your situation and want to help be part of the solution.
Now is the time to invest in your individual giving program. Donors who cared about your missions six weeks ago, still care today. In fact, they might care even more given the sweeping impact this crisis is having on everyday life. These supporters give because they care about your work and impact.
Don’t have an individual giving program? Now is the time to start one. Engage your board members and parents to help you reach out to their networks to start cultivating new donors. Consider launching a peer-to-peer fundraising campaign to support your distance learning efforts.
Bottom line: Your work continues, as does the need for support, in some cases now more than ever. Stay the course by continuing to fundraise. Focus on how you can maintain, even grow, your donor relationships.