So, What Do We Do Now?

In this unprecedented moment in time, we are all thinking the same thing: “How will we recover and come back from the many changes we have faced these past few months?” In my conversations with clients and associates, the question I am most frequently asked is, “What do you recommend I do differently?” My answer to this question is always the same and almost always met with a look of surprise: “Don’t do anything new and remember the basics.”

The Answer

That’s it, plain and simple. “Don’t do anything new and remember the basics.” We all need to remember what we know works, and focus on engagement and stewardship. While the methods (zoom, etc.) may be shifting, the principle remains the same.

Too often, fundraisers jump to solicit before taking the proper steps to ensure the donor is actually ready for the ask. We have all done it, whether it’s to meet a deadline or in response to pressure from the ED or Board to bring in higher numbers. In the evolving state of a “new-normal”, where organizations are rebuilding their fundraising plan, it is easy to succumb to the instinct to hurry-up and reach your goal. That approach can be a short-term fix, but a long-term trap, and I encourage everyone to STOP, take a step back, and refocus on the fundamental fundraising tools that have been successful time and time again.

Engagement

Engagement can be labeled as any touch point between an organization and their donors or prospects. This can range from a regular newsletter, to an annual appeal, to a personal call or meeting with someone on staff. Whatever the engagement type or medium, it is an opportunity to keep the donor connected to the organization and inspired by the great work that you do. The key to a successful engagement strategy is to keep track of all components and stay on top of your last move. To do this, I recommend creating a big picture engagement plan for your entire organization and then specific engagement strategies for different donor levels. I do this with my clients and encourage them to ask questions of their plan to ensure nothing is missed. When creating your plan, ask yourself:

• When was the last time I communicated with my donors?
• Have I reached out to ask how they are doing during these challenging times?
• Are we telling our story in a compelling way?
• Have we created enough opportunities to discover the donor’s interests?

We don’t know how long this “new normal” will last, so you need to be prepared to engage your donors in different mediums, such as Zoom, for a long period of time. But it is still about engagement. Now is a great time to pause, look back at what you’ve done in the past, look forward at what you hope to do in the future, and put together a strong plan to keep your donors engaged through the next 12-18 months.

Stewardship

Stewardship is communicating the impact of your donor’s gift after the donation has been made. Nothing is more important than thanking and following-up with your donors and – unfortunately - this is something nonprofits and fundraisers tend to forget. We often think, “we received the gift and sent an acknowledgement letter, isn’t that enough?” The answer is a hard “NO!”

If you want to continue to grow the relationship with your donor, you need to keep them updated and stay in touch. This is even more important with first-time donors. You want them to understand how much their donation has made a difference and provide inspiration for them to give again in the future, either at the same level or hopefully higher. Just like building a strong plan and strategy around engagement, you must take the time to plan out your stewardship.

You Need a Strong Plan

The advice I give to my clients is to come up with a menu of options that you can reference when building your different stewardship strategies. Some ideas for a strong stewardship plan include:

• Sending a personal thank you in addition to the acknowledgement letter
• Demonstrating the significance of their gift by sharing stories from your staff in the field or the people you serve
• Creating opportunities for donors to experience first-hand the impact of your organization
• Highlighting long-term supporters via social media or newsletters

The extra effort you put into stewardship will make a donor feel like they are more than just a check, but rather that they are appreciated and part of your organization's larger community.

Stay in Touch

Overall, both with engagement and stewardship, the key is to PLAN AHEAD AND STAY IN TOUCH. Do not let all the hard work you’ve put into building relationships dwindle during times of need. We are all going through this pandemic together and your donors want to know how you are doing as much as you want to check on them. If you don’t already have these basic plans in place, this is the perfect time to do it and you are bound to see positive results.

Remember the basics, because in these times of uncertainty, we all can use a little bit of comfort in relying on what we already know.