Supporter stewardship in a time of crisis

Should we be fundraising in a crisis?

It can be difficult to know how best to communicate with supporters in a crisis like the Covid-19 pandemic.

It is likely that they will likely be anxious about their financial situation, family or other matters affected by the crisis. You don’t know what else is may be happening in their lives and you obviously don’t want to upset them.

Will asking for money at a time like this annoy them or inspire them to support your cause when it is needed more than ever?

Above all keep communicating

Whatever approach you ultimately decide is right for your charity, we encourage you to communicate with your supporters.

Saying nothing about the situation will seem odd at best and offensive at worst. People who care about your cause will want to know and, if they can, they are likely to want to help. They can’t fail to have seen in the media that charities are needed more than ever, at the same time that they are under threat like never before.

So, first and foremost, stay in touch. Don’t stop communicating (but don’t go overboard and bombard supporters with emails or phone calls).

What should we say?

Our advice is don’t over think it. Just tell them the stuff that’s important to you right now. Tell the your story. This could include:

• How is the crisis affecting your beneficiaries?

• What you are doing and how the crisis is affecting your charity.

• What is happening to demand for your services?

  • Are you offering different services to normal?

  • Have some of your services had to stop altogether?

• Is your fundraising affected?

• How are your staff and volunteers coping?

You should also recognise that your supporters will be experience anxiety and may be experience big challenges in their own lives.

Should we ask for money?

Whether or not you include a specific ask in your communications is a matter of judgement. We strongly suggest that you convey a sense of urgency and purpose in what your charity is doing and that this still needs to be funded; you are still fundraising!

As a minimum, make sure always to give your supporters ways that they can donate money or support you in other ways (e.g. by volunteering or donating other items you need - like loo-roll!). You might want them to fundraise on your behalf, for example by participating in the 2.6 Challenge or in similar ways. Our experience so far is that people want to help if they can, your job is (sensitively) to help them to be able to do that.

How should we communicate?

In a crisis like the Covid-19 pandemic, your communications really need to be digital; email, social media, websites/blogs etc. The postal service is very busy, don’t make it worse by sending loads of letters.

Digital shouldn't replace the personal touch. People love to feel special and in a time when many are missing personal contact, this can be a powerful way to sustain and strengthen relationships.

For major donors in particular, you should give them a call and/or drop them personal messages (by email if possible, in a small handwritten card if you need to). If you don’t have the staff/volunteer capacity to do this, press your Trustees into action. Get them calling major donors (and others if you have capacity).

For such personal contacts, make sure you start by asking about them and how they are. Listen to what they say; if their investments have taken a big hit, now may not be the time to ask for a big donation.

Trust your instincts on the quality of your relationships and whether that gives you “permission” to ask for money in the circumstances. Be sensitive, but also recognise that giving may help them feel better about themselves and the situation; helping and giving can have powerful positive impacts on people’s mental health and well-being.

We hope the musings above are helpful in crystallising your thinking about supporter stewardship and fundraising in a time of crisis. Don’t be shy. Be bold and be sensitive.

If you would like to know more about the services we offer or to discuss your fundraising challenges further please contact us at julian@almondtreeconsulting.co.uk.