Fundraising During the COVID-19 Crisis

As we continue to monitor developments regarding COVID-19, we hope that everyone in our community remains healthy and safe.

The situation is fluid and its impact on our communities will continue to evolve. There is no question that this represents a period of significant change for our country. To that extent and through conversations that we’ve had with colleagues and clients, the most common theme that has transcended all other is that of responsibility and compassion.

This is a time for all of us to connect with those we serve and those who support us–a time to be active and engaged. Communication with our constituents is paramount.

While some advocate for continuing to ask for gifts, my colleagues and I believe the correct course of action is more complicated. In some cases that makes sense, and others it does not. TAG is happy to “talk through” specific questions and situations with you.

In the meantime, we recommend focusing on the following actions:

1. Create a Plan. Reference your organization’s crisis communications plan and, even if you don’t have one, determine what resources, staff, and policies you’ll need in order to come out of this even stronger.
2. Stay in Front of Your Donors. Communicate your organization’s response to COVID-19 and explain the impacts of the current situation on your organization – and, where appropriate, explain why you need their help today and more than ever. Gift officers should still double down on proactive outreach, including by video, phone, and email.
3. Reschedule Events. Consider virtual events or put plans in place now to reschedule. To discuss the best strategies for going virtual or postponing, call us at 973-540-1400.

We will also be keeping a close eye on approaches that are working particularly well across all areas of our industry in order to keep our client partners on course to achieving your goals in the most thoughtful and effective ways possible.