How the Pandemic Changed Fundraising

By: Robin Harpak , Director of University and Nonprofit Partnerships

The pandemic changed the way practically everyone does everything, especially how nonprofits fundraise. Even as we shift into a (hopefully) post-pandemic world, some of those changes are permanent. There was always a goal to meet donors where they are, but that sentiment rings true now more than ever: It’s estimated that about one-third of donor interactions will be online in the post-pandemic era. So how can the average organization rethink their fundraising without overhauling their lives? Here are a few ways to adapt easily.

Hybrid Events

Organizations that once relied on in-person events were the hardest hit. The pandemic forced us to rethink how to cultivate donors and have meaningful interactions that aren’t “just” another Zoom call, how to increase donor acquisition from event fundraising, how to take those events virtual, how to steward donors in new ways, and more. Even as we’re able to resume in-person events, they no longer need to be limited to a venue’s max capacity.

Whether it’s for public health reasons or personal reasons, donors are often pulled in many directions and cannot be at everything. Two and a half years after the pandemic hit, donors are now excited to be back in person, but they also expect a digital way to connect when being in person is not an option. Where they would once need to decline an invitation due to a business trip or a family obligation, now they can log into the event from wherever they are in the world. Many organizations have constituents all over the country or globe and while the power of an in-person meeting or gathering is tremendous, online events allow universities and nonprofits to reach any corner of the globe, increasing participation from already engaged donors, as well as new donor acquisition.

A great example of a hybrid event is Ideas United’s campaign for the Smithsonian , People > Passion > Purpose: a multi-format campaign including brand identity, cinematic videos, marketing materials, a robust website, and a cross-country tour of events. Now that’s hyper-hybrid!

Stiffer Online Competition

As for online-only events, the competition is stiffer. While online events have seen a major uptick, just having an event online isn’t enough. It needs to be engaging, informative, and worth the donor’s time to attend when there are competing activities going on to deter them from joining. So investing in online event platforms, changing the way the event is promoted and audiences are driven to them, and event followup has become key. Finding ways to tell an organization's story and connect the audience to the mission has become pivotal.?

Whether it’s our Commons platform allowing us to host that meaningful, engaging virtual solution like Emory University's digital 2020 commencement or hybrid event, or dreaming up our Cultivate tool which allows gift officers to curate a custom page for a specific donor, Ideas United has been working hard to create opportunities in the pandemic and learn from what it taught us.?

Auctions

We’ve also seen an increase in online auctions which are not tied to events as a way to generate funds. Auctions are a great way to turn consumerism into a cause. With the rise of conscious consumerism, people are increasingly voting with their dollars: for example, 73% of global consumers say they would definitely or probably change their consumption habits to reduce their impact on the environment. Regardless of your cause, connecting it to the ease and popularity of online shopping is a smart move. Having a proactive communications strategy, livestreaming the auction, and gamifying where possible all amplify engagement. But the most important piece of the puzzle is to choose exciting items that connect with your specific target audience. This is where effective partnerships with relevant businesses can really boost your bottom line: it’s a win-win when it makes the business look good for supporting your cause, too.

In-Person Means Outdoors

Since the pandemic, in-person events have relied on outdoor spaces more than ever, and that means using creative ways to make events COVID- and weather-safe. The pandemic taught all of us the importance of nature to our mental health. Outdoor activities like run/walks and golf tournaments have all seen an uptick in participation.? Moreover, peer-to-peer fundraising, crowdfunding, focused attention on corporate support, and recurring donations have all been emphasized and leveraged over the course of the pandemic. They don’t have to be fancy, either. Here are just a few ideas for outdoor fundraising events:

• Sports: Whether it’s golf, volleyball, or a full-scale triathlon, inciting people’s competitive spirits is a great way to engage them in your cause. Even something as simple as a cornhole competition can be a lowkey way to involve your community.
• Cook-offs and Eating Contests: Especially if your cause is food- or hunger-related, inviting people to share their culinary talents will always draw a crowd of hungry supporters.
• Field Days and Funfairs: This is especially enticing for parents of young children who need to run out their energy!
• Films and Concerts: For a cultural twist, organizing an outdoor screening or live concert can be a great way to draw a crowd that wants a more passive and relaxing activity.
• Sandcastles and Sidewalk Chalk Competitions: If you want a more active way to engage a creative crowd, try either of these lowkey competition ideas. Passersby will surely enjoy the fun too.
• Bar or Cafe Crawls: For beer or coffee enthusiasts, this can be a fun social activity that supports local business while a portion of proceeds support your cause.

Pairing any of these events with our Commons platform is a surefire way to hybridize your event and amplify your reach — and secure potential donors for the long term.

The Bottom Line: Your Reach Has Expanded

When I was a gift officer, each year I would get to a limited number of cities and could only meet a finite number of donors when our schedules aligned. The reality is, we should’ve been using online events and online meeting portals for some time — the pandemic just forced us to see that and create the tools that best met those needs. While those needs might change, they aren’t going away. The virtual world is here to stay and fundraisers need to find ways to be proactive, not reactive.?

Most partners would say that you can’t beat the value of a face-to-face meeting, but virtual capabilities have allowed more consistent connection with donors and prospects, increased donor acquisition, and created new opportunities to engage donors and meet them where they are. So what are you waiting for? Go meet your future supporters — wherever they are!