I've been asked the same question so many times by colleagues and clients: "What do I do now when everything seems to be about COVID-19 and social distancing? My cause doesn't seem to get any attention (should it?) when people are worried, people are getting sick, people are dying."
It is a tough time to fundraising when the world seems to be crashing in on so many. But it is a great time for "development." Identify new prospects. Do research on donors and potential donors. Cultivate current realtionships and steward the gifts you've already received.
Remember that successful fundraising is about building relationships over a lifetime. Relationships have their ups and downs. Sometimes there are periods when friendships seem to take a break – a natural "social distancing" that comes with almost all of our connections to others. But this is the time when you need to reach out, extending a "hand of friendship" to those who are important to you and your cause.
This is a time to think about reciprocity, giving, and gratitude.
Reciprocity: Your donors have supported you. This is a time when you can do something for them. Give something to distract them. A great story, a memory, an article, a video. Give them a gift. We all could use a new coffee mug (or shot class). A package of seeds with your logo and message on the outside. A t-shirt with a funny or moving message. A letter letting them know how you are doing and asking the same of them.
Giving: There is something you can do for them. Provide company and companionship with a Zoom™ video-conference call to catch up. A personal phone number to call if you can give them advice, provide a service, offer to network within your community if they need some help or information. Even if the answer is no, they'll appreciate the offer.
Gratitude: We've heard in the popular press than expressing gratitude is good for our own mental and physical health. Research shows that when volunteers express gratitude – think about how they have benefited from the kindness of others – they are more effective fundraisers. Say "thank you" and tell a board member, a donor, a colleague how much they mean to you. It's something you can do for yourself that helps you get through these times.
Don't go silent. Don't be afraid to reach out for help yourself. Make your case with compassion, creativity, and sincerity.
And make it personal. Appeals and letters should tell your donors something about the soul of the writer. Good luck. Please share your thoughts and your stories.