Blog

Yesterday, I attended a webinar for nonprofit consultants that started with a focus on brain science and stress. The stress we are all consciously or unconsciously facing right now is affecting our ability to plan for the future.

With that in mind it is important to consider how the next phase of fundraising during this pandemic will impact you personally in your fund development role. If you have not yet reviewed the research from The Better Fundraising, co. and Jeff Brooks Fundraising on phases of donor generosity during an economic or natural disaster, please download it here. It will be helpful to share with the organization and Board you serve.

The authors describe the four phases of generosity (as pictured above) as the bump, the slump, the surge, and the new normal. This pandemic bump was quite extraordinary and lasted about 2 months. Network for Good, one of the largest and longest established organizations that receives and distributes donations, saw a 30% year over year increase in donations for both direct and indirect service nonprofits. To put that in context, a 3% increase is considered a conservative, but great outcome, in normal times.

Nationally, we are now moving into the slump phase. History has shown us to expect lower than average giving. It has also shown us two pathways: to continue our conversations with current, lapsed, and potential donors or to give up and rely on reserves and budget cuts. The latter pathway may be less stressful for those in fundraising roles; however, it risks the long-term sustainability of the organization and may lead to the closing of the organization.

If you believe in the mission of the organization you serve, the clear choice is to take the first pathway of communications and ongoing asks. Yet, it comes with more stress. You will likely face the discouragement of not meeting past and current goals. You will learn more of the trauma your donors may be facing. You will be challenged to stay motivated and positive about your personal and professional vocation.

So, how do you thrive during the slump?

Start with the mission. Spend time talking with clients, recipients, and patrons. Spend time with or near the animals you serve. Visit the places or history you preserve. Let the mission re-energize you.

Create memory markers of those conversations or visits. You can create posters or objects or bulletin boards with photos that sit on or near your desk within your view. These will serve as reminders when you are discouraged.

Connect with the long-time donors to the organization. Ask them for their favorite memory of giving to the cause in the past. For this call (and not for other calls), be sure to let them know that you are not looking for a donation. You just want to hear their stories. Add those stories to your memory markers.

Remind yourself not to make the decision for the donor. Often we mask our own uncertainty or fears or discouragement with statements like, “It’s just not a good time to ask.” But, that becomes a self-fulfilling prophesy.

Use the brain science to take care of yourself and to determine when and how you can best meet reasonable goals. Rest when your brain needs to rest from the stress. Press in when you have the most energy to take steps towards your goals. This could mean taking a walk (rest) or blocking off time during your most productive time to call donors instead of returning emails (pressing in).

Finally, keep giving donors the opportunity to give when and how they want to be generous towards the cause they care about.