You may be wondering what is the best way to keep connected with donors while being sensitive to the mood of the time.
Here are some things to remember when communicating with donors during COVID-19.
1. Determine what content is most compelling.
Think about how you can best position your organization as a resource or fulfilling a need, keeping in mind that you may be able to do both. If your organization is on the front lines, don't be hesitant to share stories of your impact in your community. If your organization's activities do not have a connection to COVID-19, keep your donors apprised of current and upcoming activities you're doing to fulfill your mission.
2. Identify your most highly engaged supporters.
The segment most likely to engage with your communications, whether they contain an ask or not, are those who have a close relationship with your organization. If you are making an ask, this is the group to target. These communications are a way for you to engage not only current donors, but highly engaged LYBUNTs as well.
3. Create authentic messaging.
Now is not the time for emails full of jargon and org speak. Making authentic connections with your donors is key to a successful campaign. Speaking openly and transparently about what your organization is doing and what it needs will deepen your relationship with your donors.
4. Provide a streamlined donor experience.
Whether you're providing resources or asking for contributions, make sure you provide a simple way to achieve your outcome. Your online donation process should be optimized so that it is simple and quick to donate. Create landing pages on your website where people can access the resources they need in as few clicks as possible.
Would you like to brainstorm on how your organization can communicate and engage with donors? Book a time on my calendar and I’ll be happy to chat. We're here to help.