There is never a perfect time to launch a capital campaign. There will always be other local competing campaigns, the possibility of an economic downturn or upswing, or an upcoming election. For us, the impact of the quickly spreading COVID-19 is the latest obstacle to fundraising – but our advice remains the same: follow the process.

Whether you’re preparing the initial stages of your campaign planning study or the final phases of your campaign fundraising, process and strategy are at the heart of everything you’re doing. Now is not the time to abandon this; in fact, it is time to double-down on your communication and fundraising plan for the upcoming weeks. 

Navigating Fundraising Obstacles

Here are some tips to keep in mind:

1. Remember your impact.

   During uncertain times, we realize that we take many of our community staples for granted. The places we rely on for childcare, education, or food may no longer be open. Why does your nonprofit matter even more now? Who do you serve that is directly impacted by closures? Your mission-driven work fills these gaps in your community; even if you must temporarily close to ensure everyone’s safety, you still provide a valuable service. Remember that – and remind your staff, volunteers, and donors that their role in this work is mission-critical.

2. Don’t put yourself first.

   It is easy to panic and sound desperate when communicating with your prospects and donors. As we explained in a previous blog post, appeals and copy should focus on the donor rather than on your organization whenever possible. This is not always intuitive but putting the donor at the center of your messaging sends the message that she matters and is needed. Why does her support matter now more than ever? When communicating, focus on remembering your impact and putting the donor first.

3. Make your contact count.

   Inboxes are overflowing with COVID-19 policy and news updates. Cell phones are deluged with robocalls. It’s tough to make meaningful personal contact, so make it count! If you’re sending an email, include a link to support your operations fund. If you’re calling a donor to schedule a meeting, offer a video conference if they’re unwilling to meet in person. When you’re able to cut through the noise, make sure the impact of your organization – and why your donor’s support matters – is heard.

Your Cause is Worthwhile

One of the great fundraising leaders Jerold Panas said, “The plain fact is in good times and bad, Americans give to worthy causes. But when times are difficult, they seem to respond with even greater dedication, generosity, and a genuine sense of sacrifice. They will allow nothing to interfere with their fervor in supporting worthwhile causes.”

Your cause is worthwhile. Be sensitive to your donors and your community, but keep working to move forward.

Kevin Wallace is president of CampaignCounsel.org.

Updated on Jan. 5, 2022