Fundraising in a Pandemic

Not-for-profits face an existential threat from COVID-19. In tête-à-têtes with charity executives on how to keep the lights on during this juncture of mass layoffs and waning revenues, one line sums up their concerns: "we need a lot of money and we need it yesterday." (sound familiar?)

Our world has changed. When we emerge from this epidemic there will be a new normal. Now is the time to be nimble in adapting to our unfolding reality. It is sprightliness and creativity (and hard work) that will help you endure this challenge. For fundraising, the focus has to be on the plentiful positive opportunities that can keep your organization afloat. Turn off the news and put down the tabloids—it's time to raise some money!

Meeting the moment

Foundations have a direct impact on the communities they work in and they're stepping up in a big way. Granting organizations are creating community response funds to support local charities from the United States to the UK to Canada and beyond. Greece's Stavros Niarchos Foundation just announced a massive $100M Global Relief Initiative to alleviate the economic woes facing the nonprofit sector. The Culture of Solidarity Fund of the European Foundation Centre (EFC) is an emerging giving programme deployed to counter the pandemic by investing in cultural groups who are among the hardest hit in this time of social distancing. EFC has gone further by signing up over 150 granting foundations on a pledge to adapt activities, reconsider deadlines, offer financial flexibility, and actively listen to grantees during the outbreak. This is the rainy day that funders have been waiting for.

"The outbreak of COVID-19 is an exceptional event, already impacting many of the charities, social enterprises and voluntary groups we currently support with grant funding. These groups, already under pressure helping those most in need, are going to be stretched to [the] breaking point without additional support." - Zoe Sheppard, CEO of Cheshire Community Foundation

Businesses are helping by donating supplies and cash to their favourite groups. Business Insider has compiled a list of 30 companies pledging proceeds to charities in need. Whitbread is redirecting more than 64,000 meals to reduce foodwaste and feed the most vulnerable—a true win-win.

Governments are delivering groundbreaking stimulus funding to target the outbreak; meanwhile, funding for ongoing issues continues in earnest. BC's Dr. Peter Centre (pictured) will receive more than $200,000 for Hepatitis C treatment from the Government of Canada. While the focus is on COVID-19, proposals tackling other important matters can still be successful. These issues haven't gone away and neither should their funding.

Philanthropists are also playing a major role in combatting this disease: Jack Dorsey of Twitter and Square is giving away 28% of his net-worth—$1B—and making all grants publicly accessible; Sir Elton John announced that his foundation is launching a ￡1M fund to assist frontline charities helping the immunocomprised while Lady Gaga has raised $35M for the World Health Organization; and Premier League players will soon launch a new charitable foundation to focus on the coronavirus' impact, emphasising support for the underprivileged and health workers' who put their lives at risk each day.

You don't have to be a professional athlete, rock star, or billionaire to make a difference. People from Vancouver to Paris to Singapore are showing their appreciation by applauding those who step up while the rest of us stay home. It's a reminder that a simple act of gratitude can go a long way during these hard times. Philanthropy takes many forms: donating what you can afford, starting a group to help those in need, working the late shift at a hospital, or clapping from your balcony. Whatever part you're playing to lend a hand, thank you.

Tips for finding short-term funds

• Circle back with existing funders. Now is the time for stewardship. Your funding partners will appreciate connecting with you, gain a better understanding of your circumstances, and may offer to fill any funding gaps. Don’t forget to thank them for their support in getting you this far.
• Appeal to your base of supporters by making a case to your subscribed network. Be authentic, personal, and specific about what every dollar raised means for your organization. Amplify your appeal using tools like YouTube videos or Facebook posts—it's the only way going viral is acceptable in the age of COVID.
• Ask your vendors. Maybe your coffee supplier is willing to give a free shipment of (totally not expired) beans, the gas company might let your next bill go, or the telecom provider might offer a small grant. You’ve been a loyal customer, so ask them to help in your time of need.
• Connect with your Board of Directors and ask them to step up personally. If they cannot give out of their own pockets, enquire about connections with the ability, interest, and inclination to give to your cause. If they can't be a donor themselves, ask them to be your liaison to those who can.
• Check-in with different levels of government about grants where you operate. Government websites (ex. grants.gov, canada.ca, europa.eu, or grants.gov.au) are a good place to start, but don’t be afraid to reach out to your elected officials or appropriate department to obtain guidance on what supports you can access.
• Philanthropists are activating their wealth to be agile and responsive to the movements they care about. Find a mutual connection by searching your networks for someone that can introduce you to a philanthropist with an affinity for your cause.
• A growing number of donors use donor advised funds to give. These monies are earmarked for charities and often held at community foundations or banks. Check with staff at an institution holding donor advised funds to see if any match your charitable mission.
• Research businesses that operate where you have offices or programmes, especially if you have a connection with them. Check the news (google alerts are a great tool) to see what businesses in your area are doing to respond to the crisis and whether there might be a partnership opportunity. Don’t hesitate to reach out if you think that a business is the perfect fit to help you in this time of need—if you don’t ask, you don’t receive.
• Foundations and trusts are providing emergency grants and loosening their funding criteria. Use search tools to determine whether aligned foundations might have a program that you can apply to. Many nations maintain registries (ex. Guidestar-USA, Charity Register-UK, CRA-Canada, ACNC-Australia, or Public Trust-New Zealand) accessible by the public. If free tools aren’t giving you the specificity you’re looking for, it can be worth the investment of subscribing to a database such as iWave, GuideStar Plus, Grant Connect, or Foundation Search.
• Now is the time to work with others by considering joint applications (funders love to see organizations collaborate!) or sharing resources (such as a grant writer) to save money and amplify your funding chances. This is an opportunity to work alongside those facing the same challenges as you to get through this together.
• Consider new approaches. Now is a great time to get out of your comfort zone (after all, you've already left!). When was the last time you picked up the phone to say "thank you" or mailed a handwritten note? How about holding an organization update for your closest supporters by video conference? This is the occassion to try out the ideas you've been scribbling on that food-stained napkin.
• If you can't secure donations, you still need to make ends meet. Make sure that you're looking after the essentials by innovating to solve your cashflow challenges. This might mean calling a benefactor to secure an interest-free loan or negotiating a deal with your financial institution or landlord to defer payments.

Contemplate creating a COVID-19 recovery plan that positions you to be stronger than before, ready for the challenges you'll take on when the dust settles. If you're looking for advice or feedback, please reach out by emailing [email protected] or visiting cfre.org to find a fundraising professional that can assist with your unique needs.

As hours seemingly take days to elapse, remember that this too shall pass. Hold your head high, ask for help when you need it, practice self care, and please keep your distance!