Featuring Jim Bush, Winkler Group Principal and President, and Jessica Browning, Winkler Group Principal and Executive Vice President

Key Takeaways

One of the most important things to remember right now is that your donors already care about your cause/the problem you are trying to solve. They are invested in your mission. Just because your nonprofit isn’t on the frontlines of fighting the coronavirus pandemic does not mean your donors stop caring. It is appropriate, and essential, that you continue to raise money now.

Best Practices for Communicating with Donors

Your communications should be:

• Segmented – Make sure you are getting the right message to the right donor. Segmenting your donors will allow you to better serve them, and that is key. When you are good stewards to your donors, your donors are good partners to you. Segmenting also allows you to prioritize your time and be proactive.
• About the donor – Stepping back and taking the time to ask your donor how they are doing sets you apart from other organizations who are treating these same donors like an ATM. Right now you should be thinking of (and treating) your donors like investors and partners. However, you should still be prepared for the question “how can I help?” from donors. In this situation, try to avoid making an ask. Rather, ask for permission to call back later or see if your donor has skills or expertise they can lend to help you out.
• Honest, authentic and vulnerable – When it comes to donor communications, if you are talking at your donors, rather than to them, they will notice. You don’t want your communications to become white noise; really let your donors in.
• Timely and relevant – Although your communications don’t have to dwell on the coronavirus, you should still be acknowledging it in some way. Acknowledging the challenging times we are all facing right now is a good way to avoid sounding tone deaf. Even better, if your organization has new ways of operating or new initiatives being implemented, let your donors know. This goes beyond the cookie cutter “COVID-19 Response” communications and shows your donors you are actively working to solve a problem in your community.

Watch the full webinar or read the white paper below to dive deeper into how to implement these best practices, see more best practices and get tips for the best time and frequency for communicating with donors.