As if a national pandemic wasn’t enough, a second crisis has hit our country and has left so many of us sad, angry, and in despair.
Many fundraisers are questioning, once again, whether now is an appropriate time to communicate with donors and ask them for support.
Our message is clear: it is more important now than ever to communicate with your donors. And yes, it is not just okay, but critical that you ask for their investment. Our country is rightfully desperate for justice and unity. Nonprofits can help find solutions—but they can’t do it without donor support.
Over the past few months, donors have made their voices clear by giving in record numbers. They are using their gifts to counter helplessness and work towards healing. A recent nationwide survey showed that 84% of donors to different organizations intend to give as much or more than they did last year.
Here in Charleston, the Citadel’s Day of Giving raised $1.22 million—a 61% increase over 2019. PURE Theater’s giving over the past three months is up 643%, while One80 Place has seen a 54% increase. Giving to Community Hope Center, one of our clients in Central Florida, is up more than 700% over the past two months. These aren’t just frontline organizations—donors are supporting organizations across all sectors.
There is a caveat to our message. Your solicitations must be genuine; they must acknowledge the struggles that many of us are facing. But they must also show an optimism that stems from the good work nonprofits can do to solve our community problems—or at least walk beside us as we work to heal and recover.