CTW Opportunity #14: Save Emergency Mode for Emergencies

Urgent fundraising messages are everywhere. "Donate today so we can keep the lights on!" [ Or insert some other dramatic outcome]." Conventional fundraising wisdom suggests that it is important to give potential donors a reason to give immediately, otherwise they won't be motivated to give at all.

Here's the problem; it's difficult to trust an organization that is consistently in emergency mode. If they can't figure out how to keep their lights on without my help, can I really trust them to do the best possible work with my donation? And there's another problem; chances are, there will always be another organization with a far more serious, urgent problem. If urgency is the only thing compelling donors, organizations are forced to compete for the most dramatic punchline – not an easy feat these days.

But wait, there's more! The biggest problem of all is this; if nonprofits need emergencies to gain support, the non-urgent but still incredibly vital causes are left completely neglected.

I suggest saving emergency mode for actual emergencies (which, hopefully, no one ever needs to face, say AMEN). The rest of the time, donors and potential donors should be treated like the intelligent, well-meaning, hardworking givers that they are; no gimmicks, drama, or contrived urgency required.

For Nonprofit Organizations

How can you earn trust? The process starts long before you ask for money – or at least, it should! By now, I'm sure you've all heard the typical advice (from me and many others,) but if you haven't, here's an old-but-still-relevant summary from Forbes.

Today, I would like to add to the conventional wisdom with something particularly relevant to the world we occupy today, which I see as having two very distinct new factors:

1. We live in a post-Covid world where most transactions take place online, and in-person experiences are rare.
2. Between the war in Israel, the horrifying uptick in antisemitism, the dismal state of the economy, and a general rise in mental health issues, the needs in our community are greater than ever. The usual tactics are just not effective enough anymore.

Where does that leave us? Put these two factors together, and what is missing is good, old-fashioned, face-to-face interactions. Dinners and other traditional fundraising events have made a comeback, and those are great! However, I am a huge advocate for small, intimate gatherings and experiences for like-minded individuals to come together not only to connect with your organization but to connect with each other.

Meaningful connections completely negate any need for drama or urgency, because people who really care will respond to any authentic need.

For Businesses

I've said this many times but it bears repeating; our community's businesses are leaders and trendsetters. If your employees, clients, customers, and stakeholders see that your business supports organizations out of care and conviction – and not in response to emergencies only –?that will trickle down slowly but surely.

Instead of reacting to emergencies, which might make you feel good for a bit, align your business with a cause for the long haul. The impact may have less of a dramatic storyline but can ultimately be far greater.

For Individuals

I came across a poignant article in the NY Times that articulated some of the thoughts running through my mind lately.

Showing up for one another doesn’t require heroic gestures. It means training ourselves to approach, even when our instinct tells us to withdraw. It means picking up the phone and calling our friend or colleague who is suffering. It means going to the funeral and to the house of mourning. It also means going to the wedding and to the birthday dinner. Reach out in your strength, step forward in your vulnerability. Err on the side of presence.

[Source]

Any one of us can become someone who shows up.

Thanks for reading,

Tzivia Cohen

A few reminders:

• Never miss a future newsletter! Subscribe here.
• If I can help you or your nonprofit during this time, please don't hesitate to contact me on LinkedIn or via email at [email protected].
• If you have any suggestions for topics that you'd like me to address in future issues, don't hesitate to DM or send me an email at [email protected].
• You might also be interested in my podcast, where I interview nonprofit leaders, so click here to check that out.
• Just a reminder that my primary day job is running 14Minds. We partner with nonprofit organizations, mission-driven businesses, philanthropists, and community leaders who refuse to accept the status quo. Click here to see if you'd be a good candidate to work with us, send an email to [email protected], or give me a call at 516.590.0073x102.