Ask gently

Should we be fundraising right now?

Is it ok to ask?

Should I send that proposal?

How many fundraisers are asking themselves and their teams these questions? 

How many CEOs and trustees and questioning fundraising plans? How many fundraisers are being furloughed? 

How many webinars are there on this topic?

The answer to all these questions is LOTS.

So how do we decide whether it’s right to ask for donations right now?

Maybe we look to the past...

Some are looking at evidence from the past....The impact of the economic crash has been cited as evidence that we should keep on asking.

But Covid is different. Never have so many people been affected to such an extent, so quickly, across all sectors and in so many countries.

Maybe the past can’t guide us this time?

Maybe we look at the urgency of need...

Need gives us “permission” to ask. We ask because the need is there. That's the basis of charity. Right now our organisations face the urgent need directly created by Covid and the existential threat created by lockdown and the likely aftermath. Undoubtedly urgent need is there.

So is that enough to give us permission to ask? Still I sense your doubts...

We can’t ask if people are unable to give. Thousands are losing their jobs, companies are closing, people are being furloughed, we face mass unemployment, huge loss of personal wealth. Surely people won’t be able to give and to ask them to would be crass?

Is this true? I think by looking at the willingness of people to give and what it gives them we can find an answer to these concerns.

We know people give in response to urgent need. We also know that the poorest give more proportionately than the richest.

We also know that giving is good for us. It can help us to make sense of disaster and feel empowered in the face of adversity. They want to act, to help, to play their part. Thats why people spontaneously give at these times. If we don't ask then we reduce their ability to help.

People are responding to Covid19 appeals, they are doing what they can. They are glad to be able to help. If your cause mattered to them before it will still matter to them now and they will want to know how your work and beneficiaries are being affected. They will want you to survive Covid.

Many won’t be able to give as much that is true. We may see mass fundraising income decline but people will still give if they can. Indeed many may be more generous than before.

Some will be still making money, maybe even more and they will give more. They want to do what they can and know their money is more important to good causes than ever.

So lets look at the case so far...

1. There is urgent need
2. Giving empowers people
3. Donors will give what they can

So what else is might be stopping us from asking...

Maybe it’s confidence in finding the right means - many of our current fundraising techniques can't work in lockdown. Maybe its finding the right tone of voice, adjusting our message to respond to the new reality. Maybe we have lost confidence in our right to ask. Or maybe it’s the shear practicality of having fewer fundraising staff on hand and getting to grips with working remotely.

We can overcome all of this. Fundraisers are imaginative and resourceful - we can find the right means, the right tone of voice and we can do more with less. We need to find ways to use tech to build rich relationships. We need to find the right words to ask.

This week Rishi Sunak offered charities emergency funding but it won't be enough and if we are to protect the causes we dedicate our working lives to we need to keep on asking. In his speech Sunak said, "At this time, when many are hurting and tired and confined, we need the gentleness of charities in our lives." His use of gentleness hasn't been received well by everyone but I personally love it. Gentleness to me speaks of kindness, tenderness and compassion.

And as some of you will know I often point out that asking the question, "what is the kind thing to do?" usually gives us the right answer. So let's apply our final test question...

Would it be kind to stop fundraising right now? This one is easy.

If we stop fundraising our beneficiaries suffer. If we stop fundraising we make it harder for people to give. It is kind to fundraise, it is kind to ask.

As fundraisers we can use this time to demonstrate our kindness by asking more beautifully than ever before. Reaching out to people in their isolation and sadness to give them a way to help and connect. We must ask gently. That is our job.