Consider This Before Changing Plans

This is no time for knee-jerk responses to the Coronavirus pandemic. Be very thoughtful about how your nonprofit responds to it! There is a lot riding on your organization's fundraising, partnerships, and reputation.

Over the past few days after watching the Covid-19 crisis develop, I have seen many nonprofits that I support, as well as those I don't, communicate to their donors that they are "postponing" the charities' traditional, seasonal fundraising event to another time during the 2020 year. I believe this to be a HUGE mistake. I would strongly suggest canceling the event for 2020 rather than rescheduling it. There are just as many nonprofits in your area that have their annual galas/fundraisers in fall as those who have them in spring (both the biggest seasons for charitable events). To move what has been traditionally a springtime event to another season will cause you to unfairly and recklessly compete with other nonprofits serving the same and other causes that have their annual events, every year, in that season.

This is an UNFAIR decision for your nonprofit because you have now foisted yourselves in a time when other good causes and organizations are struggling to secure sponsors, guests and auction donations. Many of these donors and guests are likely those who support your organization during your spring event as well, and now will be faced with choosing between nonprofit organizations to support. This also makes this decision RECKLESS because a company or individual who otherwise would have supported your event, now very well may refuse to do so, because supporting two or more events during the same season will likely not be in the company's budget. Look at it this way, how would you feel if suddenly many nonprofits who have events in the fall suddenly decided to reschedule their event to spring? How do you think those businesses and individuals who support you will feel about this intrusion?

Suddenly changing your event from the spring to fall may have a negative impact on your year-end fundraising results as well.

If you must, CANCEL your nonprofit's spring event for 2020, then strongly and passionately appeal to your donors, sponsors and those who would have been your guests to provide you with the same level of support during these challenging times, as they would have if the event were to have taken place as scheduled. As a new friend of mine wisely said, "Time waits for no cause or need!" Make sure that your supporters understand this critical point!

While many nonprofits are not known for "thinking out of the box," this is as good a time as any to do this. Consider contacting your local media outlets to see if they would support a "radio-thon" of "telethon" in place of your annual gala or other event. In this way you may be able to keep your sponsors and auction donors, as well as other momentum.

Again, this is no time for knee-jerk responses to the Coronavirus pandemic. Be very thoughtful about how your nonprofit responds to it!