Continue Major Gifts Work During Quarantine
Nonprofits have been hit especially hard over the last few months. According to this Gallup survey taken in April 2020, donations have significantly slowed during the COVID-19 crisis. While many of those surveyed say that they hope and plan to donate the same amount or more over the next year, nonprofits need resources now.
Those nonprofits that have been successful amidst the crisis have found new ways to engage the strongest parts of their existing communities that already value their work. Rather than throwing a mass ask out to donors who may be struggling themselves, they’ve turned their attention and energy towards major gift donors and learned to meet with them in unique ways.
A major gift is generally considered a donation equal to or greater than 0.1% of a nonprofit’s annual budget. These types of donations drive campaign activity, save time and energy, and allow organizations to reach their goals more effectively and efficiently. So, it’s crucial to be able to continue this activity even during quarantine.
Host a Video Conference
The COVID-19 crisis has forced the world to embrace video conferencing. Many households have figured out how to host a FaceTime, Skype, or Zoom call. Use this to your advantage! Everyone has been forced to shift to this medium of communication, so it would not be awkward or unusual to reach out to the high-net-worth individual you’d like to meet with and invite them to chat with you on the platform of their preference.
Tips before you launch your meeting -- make sure to:
Your technology is working correctly
You have a quiet space
Clear the room of distractions
Have good lighting
Wear appropriate business attire (no sweatpants!)
Arrange the camera angle so they can see you fully
Invite a Donor for a Safe, Social-Distance Meeting
Through our own work, and as the world starts to slowly reopen, we’ve learned that some donors prefer to ditch the tech and meet in a safe, outdoor space or go for a walk.
Tips before you meet -- make sure to:
Find a safe meeting/walking space (ie: meet at a park, bring your own chairs)
Find a meeting/walking space that is quiet with minimal distractions
Clean any meeting material and package it in a separate, sanitized bag
Choose a day with comfortable weather
Make Your Ask
Now it’s time to host your meeting and make your ask. The flow of the meeting will be very similar to any other donation meeting. Feel free to touch on how the crisis has impacted your organization, but keep the update brief.
Ask how long they have to meet and tailor the meeting accordingly
Provide brief update of the impact of COVID-19 and your plans for moving forward
Walk through the aspects of your case statement the individual will be most interested in
Answer questions
Make your ask (“would you to consider donating $10,000 to our campaign?”)
Remain silent while they consider, wait patiently for their response
Additionally ask about whom else that are connected to -- corporations, foundations, and individuals -- that would have affinity for and be interested in your campaign
After your meeting, continue to perform the standard stewardship tactics. Ideally, your organization has a data management system or CRM to keep information and tasks organized.
Now is not the time to avoid your donors. Quite the opposite! It’s time to value your community more than ever and communicate directly with your key funders to make your COVID-19 recovery smooth.