3 Things Every Donor Wants to Know in a Crisis

Over the past several weeks we have all had to respond to the novel Coronavirus in some way. It has impacted each of us, our organizations, and our constituencies in a multitude of ways. 

In working with a client who is currently in the midst of a capital campaign, the virus crisis posed a set of unique challenges. We had to think back to other times of crisis or significant organizational challenge to consider how to potentially respond and communicate with donors.

As we worked, we found these 3 things every donor wants to know in a crisis to be helpful.

First, keep donors updated on the situation you are facing. Donors care about you and your organization. They want to know how the current situation is impacting you and what specific challenges you are facing. One of the first mistakes we can make in a crisis is to believe that we are in it alone. You are not in this by yourself, so reaching out to donors for help is a great first step.

Second, share with donors how you are responding to the crisis. This provides donors the opportunity to learn more about what is happening on the ground. You'll have a chance to share with them what you're doing to keep clients safe, what measures you are taking to deal with what might happen next, and how the plans you are making will advance your mission. While no one can fully know what the future will hold, transparent and open communication builds trust and confidence.

Third, let donors know what help looks like. We can get very comfortable asking donors for money. Donors know we need financial support and they are used to helping in that way, which is awesome. But in times of crisis we also need advice, a calming presence, and someone to talk to. I’ve never met anyone who was offended by an authentic request for advice. Donors are your friends and allies. They care about the mission of your organization, they care about the clients you serve, and they also care about you. Let’s not forget that even in a time of crisis.

My mother in law often says, "This too shall pass," and your donors will still be around when the current crisis is over. 

If you would like to talk about your donor communication plans during the coronavirus crisis, please feel free to call 616.516.9870 or e-mail me at lons@designgroupintl.com.

I’m here to do everything I can to help you fulfill the mission of your organization.