How nonprofits should promote themselves during the pandemic
Nonprofits know what’s in store. Charitable giving has been on the rise in the U.S. since 1977 with three single-year exceptions: 1987, 2008, and 2009. Those years represent significant market crashes and economic recessions.
While the CARES Act earmarks emergency funding for small and mid-sized nonprofits (you can find an analysis here), there’s the more delicate question of just how nonprofits should be interacting with their core audiences at such an unprecedented moment.
Ignoring the crisis can make your organization seem deaf to the world. And putting your communications on hold can risk deepening your financial instability. Ultimately, you want to highlight why your mission is still very much critical (if not more so) without coming off as opportunistic.
Here are three great real-life examples:
Tailor information about the crisis to your core audiences
The American Heart Association has an obvious relevance. And it jumped into action in mid-March, right around the time the outbreak was gaining maximum attention. More importantly, the AHA told its base what it planned to do in the coming weeks and months. At a time when uncertainty is the status quo, it’s important to be as transparent as possible.
Connect the dots
Feeding America’s mission is also very relevant right now. But while that may be clear to the organization, it may not be clear to its supporters. What’s great about this call to action is that it very succinctly connects the dots, indicating the need while telling people just how the organization plans to use its funding.
Reinforce why your values are needed right now
Many organizations won’t be able to draw a direct line from the pandemic to their core services. But that doesn’t mean their voice—what they stand for and what they represent—isn’t integral to the overall health of their communities. The Y stepped in with an impactful statement (and accompanying 90-second video) meditating on its longstanding values. “At our core, the Y is about relationships. We bring people together—from all backgrounds, ages and circumstances—fostering connections within and across communities.” The campaign is an impassioned plea: “Stay With Us.”
Conclusion
These organizations struck the right balance because they focused on their mission. In times of crisis, the only test that matters is the one that measures your commitment to the communities you serve. It’s a rubric that will never lead you astray.