We have all been forced to pause during this pandemic. Does that mean we should pause our fundraising efforts?
Most of the fundraising professionals I work with are advising their clients to keep fundraising, but to change the way they are fundraising. Many face-to-face types of fundraising tactics (galas, special events, canvassing, etc.) have been put on hold for now, and possibly for a long time.
However we are seeing above-average fundraising results from both digital and mail. Many people are unable to donate, but some can. And those individuals who can donate are looking for ways to help during this crisis.
While we look to the business world for ideas and inspiration, we see the bankruptcies of J. Crew and Neiman Marcus, while at the same time Amazon stock is hitting all-time highs. Clearly any fundraising strategy must anticipate a shift to digital over time, but we also find during this time some of the most valuable donors have more time to read their mail.
Now is time for fundraisers to craft a pandemic-aware special fundraising campaign, and execute it in an integrated manner both online, and in the mail for optimizing results.