When there is uncertainty and turmoil in the markets, in DC or around the world, nonprofit leaders can find themselves in a predicament. You have evolving funding needs, but you may not yet be sure what they are. Plus, you want to stay in touch with your donors and supporters, but you don’t necessarily know how current events are affecting them.
While there are a lot of unknowns and things you have no control over right now, there is one thing you can control. People need authentic, caring connections with others.
Who’s In Your Tent?
If you were at any of my talks during the pandemic, you probably heard me ask the question “Who’s in your tent?”
When I think about building donor relationships, I like to think about the metaphor of a campsite. The people closest to you, with the most care and concern for your mission are in the tent with you. They need frequent updates and will have meaningful questions.
Outside the tent you’ll find another group of supporters around the campfire. They care about your cause a great deal and they’re enjoying the conversation, but they’re not quite as close as the group in the tent.
As you think about who to connect with over the next weeks and months, think about who’s in your tent and around your campfire. Certain names may immediately spring to mind but don’t be afraid to dig a little deeper:
- Look at your donor list, not just by size but by type of gift, age of the donor, and how long they’ve been giving to you. Some of your best supporters may be your quietest.
- Consider past board members. Just because they’ve rolled off your roster doesn’t mean you shouldn’t include them in conversations like this.
- Who are partner organizations you need to touch base with? Changing economic winds affect all nonprofits to one degree or another.
What Do You Talk About?
Once you have your list ready to go, create a plan to make personal phone calls to these donors and supporters. You may need to divide your list up among several staff people to reach everyone in a timely manner. Everyone can follow this simple agenda for their calls:
- How are you?
- Keep your project(s) in front of them. Provide updates and encouraging impact stories.
Don’t let the current turmoil hijack your personal connection with your top donors.
Don’t Assume
One of the worst things you can do is not ask for help when you need it because you assume the other person will say no.
You say no to yourself when you don’t ask. We have had several seven-figure gift commitments since the most recent market unrest. Because someone asked and didn’t assume.
At DBD Group, we always encourage our clients to “ask for permission to ask.” That process is more important than ever.
Remember also that whatever the crisis, not everyone is affected equally. Those with the means to help are often looking for ways to be useful. Your nonprofit may be a great way for them to give back to their community.
Don’t Go Silent
Whatever you do, don’t huddle up in your tent by yourself, trying to figure it all out on your own. Your (metaphorical) tent and fire ring are big enough to hold all the people who want to support you and your mission. Keep talking to them, updating them on how you’re responding to changing needs.
Build Your Relationship Muscle
Technically speaking, this is the work of donor cultivation that one should be doing all the time. Perhaps times of turmoil increase the volume and pace of this work, but it’s not that different from what you should be doing when times are good. Use the uncertainty to your advantage by building your relationship muscle, both as an individual and as an organization. Ask others to make these same kinds of calls, including volunteers or staff outside the development team. It can help demystify donor cultivation for them and connect them closer to your donors and your mission.
Several of our donors have endured economic downturns – think 2008, COVID etc. They have a long view and if they love and support you – they want to help!
Hang in my friends! Our work is noble and your impact is truly life-changing for the communities you serve.
Buckle up for some turbulence!
Onward!
P.S. As always, reach out if you need a dose of hope or strategy.
