Learning How Nonprofits Can Survive COVID-19, Part 3
In this three-part series, and in the “Crisis Survival Guide,” I’m outlining 10 critical communication strategies that can help your nonprofit weather the storm. You can read part one and part two here.
Key No. 8: Offer Hope and Optimism
We’re living in an era of continuous bad news, and it’s coming at us all day long, through our phones, laptops, TVs and watches. We can give people something they’re longing for — a bit of hope and optimism. Make them smile about what’s possible. Lift their spirits. This is one of the reasons the work we do is so important. Let’s disrupt the flow, for good.
Key No. 9: Don’t Deny People the Opportunity to Give
One of the questions I’ve been hearing from nonprofit leaders is: “Should we even be fundraising right now?” This is especially true for those organizations that have missions not directly related to the public health crisis.
Of course, it’s definitely not OK to be tone-deaf or come across as opportunistic, but that doesn’t mean we shouldn’t raise funds. Remember, giving provides a direct benefit to the donor — not just the nonprofit. Don’t deny people the opportunity to make a difference in the world. It may be just the emotional boost they need right now.
Key No. 10: Language and Tone Matter
During this crisis, we want to be sensitive to the situation people find themselves in. They may be sick, or they may have loved ones who are sick — or worse. At the very least, they are likely worried about what the coming financial crisis will mean for them, their family or their business.
Now more than ever, the language and tone of our communications really matter. Striking the right balance can be tricky, so be sure to get some feedback from people you trust before you blast it out to your entire database.
Remember, you can download the full version of the “Crisis Survival Guide” on our website.
Rod Arnold is the strategy and marketing lead at Leading Good. As the former COO of Charity: Water, Rod helped lead the young organization through a period of tremendous growth. Now he helps other nonprofits grow by applying principles and strategies that are proven to work. Learn more at leadinggood.com