Lara Pickering Director of Philanthropy and Stakeholder Engagement
Fundraising and engaging your donor community
IN A CRISIS 2020 has been an unsettling year for all. We started the year with bushfires like we’ve never seen before and, by the end of March, the world was in the hold of the COVID-19 pandemic. So, what does this all mean for fundraising and community engagement, and what are some of the things we can do to ensure we retain relationships and our reputation for being a cause worth supporting? 1. Reframe your donor strategy Schools have a complex task to navigate during difficult times. They need to demonstrate they are strong, caring, resilient institutions. Although they are being financially tested, they need to demonstrate that they are still viable, making them good choices for education (McDiarmid 2020). While all of these messages are being communicated, they also need to demonstrate they are a legitimate destination for philanthropic investment.
Some families within our school community have had their employment or businesses affected by COVID-19, resulting in financial difficulty. These things can and will have an impact on their daughters being able to continue their education at St Margaret’s. Therefore, asking those in our community who can help contribute to bursaries for affected families is an excellent example of how we can keep the habit of giving alive in a meaningful way throughout this time. 2. Donor relations is key As COVID-19 sees many of us slowing down and taking stock, our concerns are on our fundamental values: health, family, education and community. While our donors may have concerns, or be preoccupied with issues pertaining to these, there is a positive.
Many schools have decided to put their fundraising plans on hold for the year in light of COVID; however, at times of disaster, donors tend to expand their giving to give something extra to the immediate crisis, as well as support their usual causes (F&P Magazine, Feb Mar 2020). While their capacity may be altered, we need to look at appropriate ways of keeping the habit of giving. Momentum lost in fundraising is not easily regained, so it’s vital we reframe our donor strategy.
Due to the pandemic, our donors and members of our school community are travelling less and have time to talk. Despite not being able to meet face to face, this presents an opportunity for us to engage with our donors in a way we have not before. Along with providing an opportunity to ask our biggest supporters for their advice on what sort of programs would have the most impact, or how our request for support may be received, it also presents an opportunity to strengthen the relationship between the school and our donors by simply checking in to see how they are coping.
It’s important to remember our school community needs us and our cause is still worthy of support. While a time like this may not be the time to launch a new Bequest Society or major Capital Campaign, there may be a lot to be said for a well-timed and respectful Annual Appeal that focuses on the part of our community that needs the support most.
As we start to see restrictions easing and our community reestablishing their lives and business, people will be looking to larger institutions within our society to gauge what is the new normal. They will remember how our organisation handled the crisis period, how we adapted and how we demonstrated care for others. Our donors will remember those who simply called
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