As I write this month’s development blog, the Covid 19 virus is raging and yesterday, the U.S. reported the highest unemployment claims in history-three times the last recorded high!. Retirement accounts are down and corporate earnings this quarter will be dismal. Small business owners are in a panic.
For a long time, I have been using phrases such as “fundraising is friendraising”, “It’s all about relationships”, and “Always be transparent with your donors”. We have urged you to develop partnerships rather than donors. All of the above was for times like we now see. As Charles Dickens wrote in A Tale of Two Cities, “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair”. Dickens certainly describes this period of time in our country.
So, what does all this have to do with fundraising? I believe that over the next few months (years?), we will reap the fruit of our past labors. Those agency fundraising offices who have made the efforts to build real relationships with their donors can strategically and intentionally continue to “make the ask” and expect to see a positive response. If, on the other hand, the only time your donors have heard from you is a semi -annual letter/brochure with a return envelope, expect to see a decline in giving.
May I share a personal example? In my desk at home are at least six envelopes asking for my continued support. However, only two of those have consistently kept me informed of their ministry work between their semi-annual requests for financial support. I know them personally because they have made the effort. We have spoken periodically because they have initiated a call. It is those two who will receive a gift this month. They are the ones who took friendraising and relationships seriously. They are the ones who made me a partner in their work.
It will be interesting to see how the aftermath of this national economic disaster plays out. Whatever happens, its never too late to say “thank you for your past support” to provide up-to-date transparency, and to begin building relationships and thus, partnerships, who are committed to your mission. Many years ago, Tom Suddes said we need to drop phrases such as “ non-profit”, and “not for profit” and instead think “FOR IMPACT”. It’s not too late to start today building strong partners in having an impact through your mission. After all, it’s only a matter of time until the next crisis. From the “winter of despair” we can create a “spring of hope”.
Ron