What's different in fundraising right now? Check out this look on the Bloomerang Blog, at Best and Worst Nonprofit Coronavirus Crisis Communication Strategies.
Here's the bad:
- The worst is NO communication. That's what a lot of fundraisers are doing. It's a massive error that some may never recover from.
- The second worst is TONE-DEAF communication. Some (not many, fortunately) are acting as if nothing unusual is going on. That's another error that will hurt those who make it.
- The third worst is ignoring the fact you need fundraising income now (assuming you do). If you need money, ask. If you urgently need it, ask urgently. It's dishonest to do otherwise.
What should our fundraising be like right now? Here are some answers:
- Easy to understand. Get to the point and stay on it. Make sure you ask more than once (readers skim!) and stay away from complex explanations. They just slow readers down and lower the response.
- Specific. Be clear about the problem you want donors to help solve. And about their part in the solution.
- Easy to respond to. In direct mail, include a reply device. Don't make them fill in their name and address (if you're mailing them, you already know it!) include other ways to donate, like a phone number they can call and a donation URL.
Of course, that how fundraising should be all the time. But it's extra important now!
from Future Fundraising Now https://ift.tt/3d5Vdr1
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