Is Now A Good Time To Ask? 3 Things To Ask Yourself Before You Do

As non-profits and charities across the board scramble to find the appropriate responses to the COVID-19 crisis that simultaneously maintains operational stability, (ideally) diversifies their revenue streams, and incorporates the necessary sensitive approach to their individual communities’ capacities and needs – the first question that will often (and should) be asked is:

“Is now a good time to ask?”

Across the broad spectrum of charities that I personally have worked and met with over the last fortnight, a frequently raised concern has been the overlap and competition in the fundraising space at present and, furthermore, how could an organisation not directly impacted by/addressing the COVID-19 crisis reasonably expect its donors (or newly inspired supporters) to come the fore now.

At first glance, the question is far from an unreasonable one: a non-profit whose primary objective is to fund diabetes research, for instance, could not expect the giving community to receive with a degree of seriousness or patience an emergency appeal for the purposes of such a charity with no obvious connection to the crisis at the forefront of everybody’s minds. This preconception, together with the financial hardship many are facing, have resulted in many charities and non-profits suspending fundraising projects in spite of the rather significant anticipated drop in non-profits’ revenues over the next 12 months which would generally have included a robust tax appeal and community/events-based fundraising.

Critically, however, this fails to take into account that in most instances charities were founded due to recognise changing needs in the community. These needs are the platform upon which the propensity of charities to fundraise successfully has previously depended upon. The passion and motivation inspired by the differences non-profits and charities make in their respective communities are what compel supporters to give and those who have a particular connection to a cause will rarely fail to contribute (assuming that fundraising is carried out effectively) because of that connection and in spite of external circumstances. The decision donors make to give to the charity of their choice is often a personal born of specific circumstances and experiences that still exist in the era of COVID-19. 

Although the circumstances now are difficult for many, and this may result in some regular donors not giving/ giving less, a passionate giving community will retain passion. Importantly, whilst many people are suffering financial hardship in the wake of the economic downturn, there are still many in the giving community who have not been drastically affected and will still give. Additionally, most in the giving community recognise intuitively that the needs addressed by most non-profits are not eradicated or negated due to external and unrelated crises. As one of Charidy’s prevalent partners, Camp Quality, communicated to their community as they embarked on a high energy crowdfunding appeal a fortnight ago:

“Kids’ cancer doesn’t stop, so neither can we.”

Whilst an in-depth insight into Camp Quality’s appeal, taking place at the height of the early COVID-19 hysteria, will be forthcoming in the next week or so – the principle is clear. The primary objectives and gaps filled by important non-profits remain in spite of the difficulties being faced. As such, rather than having non-profits suspend all fundraising activity – they should ultimately leverage the current circumstances as an opportunity to pivot into new strategies, diversify their revenue streams, and re-educate their communities on the incredible work that they do.

In conclusion, it is clearly necessary to continue asking, and it is a process that does not have to be met with the skepticism that non-profits are so fearful of at this time. Nevertheless, I would recommend fundraisers ask themselves three questions before pushing forward with their next ask:

1. How has my ask been framed to convey the ongoing need(s) for my organisation?
2. How does my ask highlight a core recognition that many in our donor-base are also struggling right now?
3. How has my ask been framed to effectively resonate beyond my organisation’s current donorbase and help create new relationships?