Fundraising Appeals

For those of us on the front lines, do you think it is negative to do a mass fundraising appeal? I've heard mixed messages about this recently. People are definitely overwhelmed and fearful, we don't want to negatively impact them. However we are still functioning - homeless shelters, food distribution, etc. - and need to continue to raise funds.

I do not think it is negative for nonprofits on the front lines to do a mass fundraising appeal if it is focused on impact, solutions, and uplifting stories. In fact, a lot of people are feeling confused as to what they can do to help. This is a safe way for people to make a difference in the fight against this virus from the safety of their homes. Remember that your appeal is only as strong as your mailing list - if you have consistently messaged your list, they will be more inclined to support your campaign. If you haven’t, it’s not likely that your campaign will generate significant revenue.

I understand shying away from mass appeals, but what do you suggest with direct mail during this time? How about subject lines? What about mass check-ins with donors when you can't individually contact all? Thanks!

Direct mail is a mass appeal. So … delivering something that your donors, supporters, friends, etc. will find uplifting may be a good thing! It’s worth considering, however, that mailings are expensive - and most savvy donors know this. Funds might be better used elsewhere like salaries, direct program expenses, etc. Of course, if your organization is weathering this crisis without reducing wages or programs, cheers! Proceed, with sensitivity! The same advice goes for subject lines - keep it positive. As for mass check-ins, I would do your best to personalize as much as possible so it doesn’t feel trite, superficial, or opportunistic. Perhaps you could segment your list and ask volunteers or other staff for support in reaching out. There are also a lot of people out of jobs, so perhaps you can find someone to help with handwritten cards for a reasonable fee. 

Should our messaging to donors include the financial gaps we will have based on the economy?

It is great to have specific fundraising goals, whether that be a funding gap resulting from closures related to COVID-19 or a goal for a specific campaign. I would refrain from using negative messaging like “we have lost $600,000 in earned income and we need your help to keep our doors open” in appeals. That messaging may work for a specific donor who is analytical and numbers-driven. For most people, however, it could feel overwhelming and scary. Most people do not make the decision to give based on what scares them the most - they give based on what makes them feel good. If you want to include a dollar amount in a campaign, make sure it’s something actionable so you and your donors can all celebrate together (perhaps virtually) when you reach it. 

How many eblasts are too many? I don't want to lose our subscribers, but also want to keep us on their map and update supporters about our programs that continue to change as the pandemic changes.

Daily is too many. Beyond that, it really depends on how often you were emailing your list before the crisis and how many people were engaging with your emails. If you were emailing infrequently, then moving suddenly to emails every other day may feel opportunistic, even if sent with the best of intentions. Also, be mindful that we’re all on information overload. If you have great content that will enrich people’s lives, send it. If you don’t, perhaps take the time to develop some great content and build a schedule that moves your organization gradually toward more consistent digital communications.

We are an intermediary that provides education and advocacy. We support direct services organizations. Do you think we should not do mass fundraising appeals?

I think you should do what feels right for your organization and your supporters.  Consider asking your board, advisors, and loyal donors.