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How Will Sandy Alter Your Year-End Campaign?

November 7th, 2012

So much has been donated during election season, that many fundraisers have been looking forward to the end of the election, so that donors can refocus on other priorities.  Namely, theirs.  Then, along came Hurricane Sandy.

If your nonprofit’s mission isn’t related to relief effort, then the spotlight has automatically been taken off of you for the holiday season.  The devastation that has hit so many – and domestically – is vast, and being publicized by even the private sector in multiple ways as a need for people to donate . . . to specific causes.

This probably isn’t the time to spend a great deal of effort on acquisitions, then, but to focus on your most tried and true segments, as well as your lapsed donors, reminding them of your mission and your successes – and why they supported you in the first place.  Tell them how their gifts have been helping, and what you plan to do to accomplish even more in the near future.  And, of course, how very grateful you are to have their support.

Another important aspect is how you’re asking for that support.  How easy/difficult is it for someone to donate to your cause?  Regardless of the appeal – mail, phone or email – have you included a (direct) hyperlink for your donor to use?  Do you have a way for them to text, if they prefer?

More is learned during each disaster giving cycle, and a couple of findings keep surfacing:  donors want convenience and respond to it, both via online and mobile.

Another way to help keep your donors loyal to your cause and mission is to have a recurring giving program.  Do you offer a monthly giving option on your online giving form, by mail and with your phonathon?  This is one of the best ways to keep your supporters thinking about you all year long.

Of course, these are all good practices, anyway – particularly having a healthy dose of online giving in your campaign, since many campaigns have barely kept up, while online giving has been steadily increasing.  Many reports show this, including the Blackbaud Indices of overall giving and online giving.

It’s all the more crucial, though, to implement these best practices now, as we head into the most crucial time of year – when donors will be spending the most . . . and probably not refocusing their attention where you thought they would, after the election.

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Keep the base of the pyramid strong

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