Your Nonprofit's COVID-19 Communication Plan
Take a deep breath.
If you’re like most nonprofit leaders, you’re likely considering the best strategy for managing the health and economic crisis we are all experiencing. I wish I could predict when this whole thing will be over. Unfortunately, none of us have a crystal ball. However, I’d like to share with you my thoughts about what nonprofit leaders and teams can do right now to best position themselves for the future.
Your organization may have had to postpone or cancel fundraising events, manage staff working virtually, or deal with an influx of requests to provide more or new services.
This is what we know about organizations that continued fundraising during the economic downturn of 2008: they fared a lot better than those that halted fundraising operations. Yes, everyone is assessing their resources, but people can and will still support.
Some thoughts to consider about communicating to donors and volunteers:
1. Understand that the impact of this crisis is a challenge for your organization but also for the donors and volunteers who support your organization’s mission. Don’t forget to acknowledge their situations.
“We know this is a challenging time for you, your family, and your businesses navigating life in this uncertain climate...”
2. Be clear in describing how your organization is mitigating the challenges. Communicate strength, focus, proactivity, optimism, and resolve.
“We remain committed to our mission of <key mission>, and are taking proactive steps to ensure the health and safety of our staff and the communities we serve. We are incredibly grateful for the support we have received over the last several days and are optimistic about our ability to weather this challenge in the coming weeks and months…”
3. Share specifics regarding how the pandemic is expected to impact the organization.
“Today we serve 100 people experiencing homelessness. We anticipate seeing a sharp uptick in the number of people needing our services over the next 8 weeks. We are making plans to increase our capacity to serve our neighbors by 50%. Here’s how…”
4. Explain how people can get involved in helping support the organization. Be clear and specific. Can volunteers help from home, making phone calls, sending letters, or sharing a message on social media? Is a financial donation what your organization needs most immediately?
“In order to meet this 50% increase in demand, we need to raise $2,000 by the end of this week.” or “In order to meet this increase in demand, we need 25 volunteers who can make phone calls from their homes this weekend.”
5. Make it easy for people to do what you’ve asked.
Is there a script you can provide? A list of names and numbers to make calls for support? Can teens home from school help with something? Is there a simple social media post you can ask donors to share? Don’t forget to include a link for easy giving.
It’s a challenging climate for nonprofit leaders and I truly wish you the very best as you navigate the current situation and anticipate the road ahead. TJ Marie Consulting is offering strategy and planning sessions for nonprofits. Our team is standing by, ready to be a thought-partner and offer virtual assistance.
Contact us to explore options.
Best wishes and stay safe.