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What are effective fundraising strategies during an emergency?

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Emergencies can disrupt the normal operations and plans of nonprofit organizations, affecting their ability to deliver their mission and sustain their funding. Whether it is a natural disaster, a public health crisis, or a social upheaval, nonprofits need to adapt their fundraising strategies to cope with the changing environment and the urgent needs of their beneficiaries and donors. In this article, you will learn some effective fundraising strategies during an emergency that can help you maintain your financial viability and impact.

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David Morin

Fundraising Leader | Board Member | Entrepreneur
Kay Thomson

Executive Director | Fundraiser | Board Member | Playing Field Leveler | Event Innovator | Opportunity Creator |…
Alan Lezameta Cueva

Administrator | Network and content manager | Marketer | Artist | Passionate about art, development and human…

1 Assess the situation

The first step in developing an effective fundraising strategy during an emergency is to assess the situation and how it affects your organization and your stakeholders. You need to gather relevant information and data about the scope, severity, and duration of the emergency, as well as the needs and expectations of your beneficiaries, donors, partners, and staff. You also need to evaluate your current financial position, cash flow, budget, and fundraising goals. By doing a thorough assessment, you can identify the most pressing challenges and opportunities for your organization and prioritize your actions accordingly.

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Kay Thomson

Executive Director | Fundraiser | Board Member | Playing Field Leveler | Event Innovator | Opportunity Creator | Believer in the Power of an Educated Nation
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Take a breath and take stock of the situation. It's tempting to have a knee jerk reaction (non profit leaders often feel the weight of the world on their shoulders and sole responsibility to solve issues) but it's much more worthwhile to assess calmly and think through the issues, solutions, potential stakeholders and related effects. Keeping your head will nearly always result in a calmer, more thoughtful and more appropriate solution.

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Juan Sebastian Ossa Moreno

Social Entrepreneur | Flood Emergency Management | EdTech | Tech for purpose
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Preparation is key when it comes to emergency situations. While we can’t predict emergencies, we can certainly build a robust fundraising infrastructure in advance. Platforms like PayPal Giving Fund, GoFundMe, Meta, LinkedIn, and others offer excellent fundraising opportunities. However, enrollment in their non-profit systems can take anywhere from a few days to several weeks. Therefore, it’s crucial to familiarize yourself with these platforms and register with them ahead of time. In that way, when an emergency strikes, your fundraising infrastructure is already in place. All that’s left is to launch a marketing campaign to promote your cause. Remember, proactive preparation can make all the difference when responding to emergencies.

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2 Communicate with transparency and empathy

The second step in developing an effective fundraising strategy during an emergency is to communicate with your donors and supporters with transparency and empathy. You need to inform them about how the emergency is affecting your organization and your beneficiaries, and how you are responding to the situation. You also need to acknowledge their concerns and challenges, and express your gratitude for their continued support. You can use various channels and formats to communicate with your donors, such as email, social media, phone calls, newsletters, videos, or webinars. The key is to be honest, clear, and consistent in your messaging, and to show your donors how their contributions make a difference.

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Juan Sebastian Ossa Moreno

Social Entrepreneur | Flood Emergency Management | EdTech | Tech for purpose
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Connect with the audience through storytelling to convey your message effectively. Despite most people may feel sorry about an emergency anywhere in the world, they need to feel a personal connection to be moved to donate. It is not only about reaching thousands of people but also making sure that they convert by making a donation. Storytelling will allow you to connect with the emotional part of the brain of your audience through a journey that starts by describing how the emergency is related to them, goes through a road where you explain how you are supporting the affected community and it ends when you describe your vision of how you expect to fix the issue, or at least alleviate the affected community.

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3 Adapt your fundraising methods

The third step in developing an effective fundraising strategy during an emergency is to adapt your fundraising methods to suit the circumstances and the preferences of your donors. You may need to modify or cancel some of your planned fundraising activities, such as events, campaigns, or grants, and explore new or alternative ways to raise funds, such as online platforms, peer-to-peer fundraising, or crowdfunding. You may also need to adjust your fundraising appeals and proposals to reflect the urgency and relevance of your cause, and to align with the interests and values of your donors. You should also consider offering flexible payment options, such as recurring donations, matching gifts, or deferred gifts, to accommodate the financial situation of your donors.

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4 Diversify your funding sources

The fourth step in developing an effective fundraising strategy during an emergency is to diversify your funding sources to reduce your dependence on any single donor or type of funding. You should seek to expand your donor base and cultivate relationships with different segments of donors, such as individuals, corporations, foundations, or government agencies. You should also explore different types of funding, such as unrestricted funds, restricted funds, or in-kind donations, that can support different aspects of your work. By diversifying your funding sources, you can increase your resilience and sustainability in times of uncertainty and change.

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5 Collaborate with other organizations

The fifth step in developing an effective fundraising strategy during an emergency is to collaborate with other organizations that share your vision and mission. You can partner with other nonprofits, networks, or coalitions that work in the same or related fields, and leverage their expertise, resources, and connections to enhance your fundraising efforts. You can also join forces with other organizations to launch joint fundraising campaigns, events, or initiatives that can amplify your impact and reach. By collaborating with other organizations, you can create synergies and efficiencies, and demonstrate your solidarity and credibility to your donors and supporters.

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6 Monitor and evaluate your results

The sixth and final step in developing an effective fundraising strategy during an emergency is to monitor and evaluate your results and learn from your experience. You should track and measure your fundraising performance, such as the amount of funds raised, the number and retention of donors, the cost and return of fundraising activities, and the impact of your work. You should also solicit and analyze feedback from your donors, beneficiaries, partners, and staff, and identify the strengths and weaknesses of your fundraising strategy. By monitoring and evaluating your results, you can improve your fundraising practices and adapt to the evolving needs and opportunities of your organization and your stakeholders.

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David Morin

Fundraising Leader | Board Member | Entrepreneur
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Don't forget to communicate your results! This is an important step in building loyalty and trust, and gives a helping hand to your next fundraiser!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Alan Lezameta Cueva

Administrator | Network and content manager | Marketer | Artist | Passionate about art, development and human transcendence | Ghostwriter
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Quizá es un poco tautológico, sin embargo decirse a uno mismo con la cabeza fría: coherencia en el argumento. Unívoco y dúctil según el canal en que se emplea y sea en la fase del proceso que se esté trabajando. Recordar fríamente que las malas noticias se dicen de frente, las buenas pueden gozar de retórica. Lo difícil aunque sea trascendente es malo para quien tiene que desembolsar de su billetera así que cero retórica, convertir la comunicación clarificando los alcances en clave de: 1. De Atributo al 2. Beneficio, y de ahí al 3. Valor traducido a quien desembolsará la contribución; Recordando fríamente que sea el tama?o que sea el oferente, este tendrá su propio canal y lenguaje comunicacional.

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What are effective fundraising strategies during an emergency?

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3

4

5

6

7

1 Assess the situation

2 Communicate with transparency and empathy

3 Adapt your fundraising methods

4 Diversify your funding sources

5 Collaborate with other organizations

6 Monitor and evaluate your results

7 Here’s what else to consider

Non-profit Leadership

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What are effective fundraising strategies during an emergency?

1

2

3

4

5

6

7

1 Assess the situation

2 Communicate with transparency and empathy

3 Adapt your fundraising methods

4 Diversify your funding sources

5 Collaborate with other organizations

6 Monitor and evaluate your results

7 Here’s what else to consider

Non-profit Leadership

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