Written by Kelly McLaughlin, Your NonproFIT Coach.
Fundraising for advocacy organizations is tough, maybe one of the toughest types of fundraising out there. First of all, it’s hard to quantify the impact of your work—something foundations and donors are increasingly demanding from the nonprofits they consider funding.
Furthermore, there are so many factors outside of your organization’s control that propel forward or set back your work; it’s hard to know where and when you should take the credit or share the blame.
Especially in times like these, there is so much need and there is so much that feels out of our organization’s control. Since much of fundraising messaging tends to have a “ra-ra, we can do it” flavor, it’s hard to know how to talk to donors when times are tough or your organization faces setbacks.
Years ago, I was working with an executive director who was feeling really discouraged. Something out of the organization’s control significantly changed the landscape on an issue they were working on, it created a tidal wave of need for their work, and the change happened so fast they felt they didn’t have the adequate resources to meet the growing need.
Around the same time all that hit, they were due to send their Spring fundraising appeal. We had been working on an appeal, and the Executive Director kept sending back the drafts I sent her saying they didn’t feel right. She just couldn’t get behind anything I drafted that felt even remotely optimistic. I remember a devastating moment when she looked at me and said, “Kelly, this work is SO HARD! I don’t know that we can win this one, and I don’t want donors to think we can.”
So we took a leap of faith that their donors would have their backs. We re-aligned the messaging. We wrote an honest appeal about how she was feeling, the need that never stopped growing, the children’s faces that kept her awake at night.
We were shocked by the results of the campaign. The organization raised more in a single campaign than it ever had before, and beyond the donations, they were getting notes back in the remittance envelopes from donors saying “I believe in you,” “your organization is an inspiration,” and “if anyone can do this, you can!” We not only raised the funds the organization desperately needed to address a growing crisis, but it gave everyone on staff a much needed emotional boost. It was a beautiful thing.
For advocacy organizations, sometimes the best you’ve got is not letting things get worse. It feels horrible to say that, to say you’re just a sandbag holding back a tidal wave. But authenticity with donors can go a long way.
I’ve helped organizations grow despite setbacks, despite a lack of impact metrics, and despite a clear path to victory, primarily by making sure the organization was authentic with their donors. Here are ten tips I learned in my years of fundraising for advocacy organizations about how to talk to donors in times of trouble.
1. State The Need Clearly And Accurately
Many organizations are scared to be honest with their donors when the needs grow. They are concerned that donors will think they are misusing money when they come back for more after promising certain results.
While it is true that chronically underestimating costs, misspending funds, or constantly fundraising for emergencies will turn off donors (rightly so), I’ve seen time and again that if you help your donors to understand why your organization’s needs have grown, your loyal donors find ways to rise to the occasion. You can’t emergency fundraise all the time, but when a crisis or unique opportunity arises, being honest about what it means for your organization, what your exact needs are, and what outcome you anticipate can lead to very successful fundraising.
2. Call Out The Progress You’ve Made
While you should be honest about setbacks, don’t forget to celebrate successes, even if you know that there’s so much more need. People are feeling powerless these days; give your donors a much-needed morale boost by helping them see that they are making a difference for your organization. (And get a morale boost yourself by recognizing this and giving yourself some credit as well.)
3. Point Out The Path Ahead, And Show You Have Certainty And Purpose
Uncertain times call for certainty. When you can show your donors that you see the challenges and that you have a plan, you can instill confidence amid confusion.
Donors are smarter than we often give them credit for. Explain the landscape. Explain the challenges and opportunities. Then explain your vision and how you’re going to leverage your strengths, their money, and the environment you’re working in to get the results you need for your mission.
Show you have a plan, and you’ll gain your donor’s confidence, even if the numbers feel overwhelming and against you. And do this in things that aren’t fundraising appeals. Meet one-on-one (virtually for now) with your major donors to talk strategy. Host Zoom or conference calls with all your donors to talk them through your organization’s next campaign. Don’t ask for money at first, just explain. Get them on board and get them excited. Then let them know where they fit into the plan.
4. Recognize Where You Sit In The Broad Scope Of People Working On The Problem
One thing I learned from advocacy is that setbacks lead to mission creep, so watch out! When I worked at a policymaker-level advocacy organization, we had a board member asking us to pivot to grassroots organizing after a major champion of our issue lost a re-election bid.
But we already had a partner organization that focused on grassroots advocacy on our same issue. We were partners for a reason…they were good at grassroots, we were good at policymaker advocacy. We didn’t need to change lanes when the setback happened, we needed to rely on our partner.
Similarly, under the pressure of COVID-induced emergencies, I’ve seen organizations want to expand offerings into areas that are adjacent to their mission, but with which they have little familiarity. Almost inevitably when I ask them to evaluate their place in this space, they realize there’s another organization working on the issue or it’s really outside of their stated mission.
Remember your place when you feel the need to do more. Look at the full landscape. Don’t step into another person’s territory or another organization’s space, create partnerships. Do more of what you’re good at. Pool resources with other organizations. Not only is it the right thing to do, but donors actually love seeing organizations working together.
If you’re noticing the pull to reorient or expand, really stop and ask why. Before you step into a new area, you really need to engage in a strategic planning program, like my Eight Weeks to Your Strategic Plan program, to make sure it’s actually the right move for you.
5. Be Honest About What Setbacks Mean, And Where They Increase Your Needs
As with stating your need in #1, be honest about setbacks. If the COVID pandemic has taught us anything, it’s that the world as we know it can change on a dime. When something happens and your needs grow or change, tell your donors and be honest. That doesn’t mean messaging them EVERY time a new issue comes up, but pick strategic points where you are having to pivot and bring them up to speed.
6. Be Honest About What Success Looks Like, Even If Success Means Hitting A Target Much Lower Than You’d Like
When setbacks happen, you have to reassess what success looks like. In my many years working at advocacy organizations, I’ve seen goals shift from “hit awesome, aspirational target” to “keep legislation from moving backwards” due to circumstances outside of the organization’s control. When you are honest about what success looks like, why, and how you’ll keep trying for better, your donors get it. Usually, they’re seeing the problem in much the same way you are (it’s why they are drawn to you in the first place).
7. Don’t Be Afraid To Show Donors That It’s Hard
While we in the nonprofit world usually aim to inspire, don’t be afraid to let your donors know when it’s hard. Don’t be afraid to let them see a bit of the struggle. I’ve seen it work really well, if you balance the hard with the hope. (See the story at the beginning of this article as my best example of when this has gone well.)
8. But Also Share The Everyday Wins That Make The Work Worth Showing Up For
When you get a win, share that win with your donors. When things are hard, remember why you get up in the morning and do the work…and then tell your donors why you do it. As I said before, so many people are feeling hopeless and powerless right now.
Advocacy work is hard, but it’s also filled with purpose. Remind your donors why you keep fighting so that they can remember why they keep giving.
9. Create Space For Donors To Ask Questions
One of my favorite donor “benefits” to offer is face-to-face meetings and opportunities to ask questions of a nonprofit’s leadership. That’s because donors who are really invested in your mission have questions; they want to be brought in on the ground level. Regular conference calls or Zoom meetings with your donors can really go a long way to help build donor confidence and long-term, consistent giving.
One advocacy organization I worked with hosted a quarterly call with donors. I was consistently blown away by how engaged the donors were, how much they seemed to read the updates, and how much they wanted to help the organization succeed.
The donors asked questions that provoked new thinking internally and helped shape future actions for the nonprofit…and when that happened I always reported back to that donor so they could see the difference they’d made. Donors LOVED it! They could see not only how their money made a difference, but how their care made a difference. Give your donors that opportunity whenever you can. It’s good for them, and it’s good for you.
10. Always Make Sure The Donor Understands How Critical They Are To Your Success
At nonprofits, we are actually pretty good at asking for money. What we’re TERRIBLE at is showing gratitude. We’re terrible at showing our donors that their giving made a difference.
When I’ve grown individual giving programs, 9 times out of 10 I am not changing much about how the organization is ASKING for money, I’m reshaping how the organization reports back to and engages its donors between the asks. Donor retention isn’t about asking more or asking better, it’s about saying thank you and showing gratitude. We have to stop treating donors like ATMs and treat them like investors because that’s what they are.
Help them see that they are critical to your success, and they’ll grow in their support. I’ve got a great template here that you can use to plan out your donor gratitude program.
I’ve worked with many advocacy organizations that pin their fundraising hopes on finally figuring out how to nail the impact metrics, messaging their campaigns just right, and many other things that are not actually going to magically turn their fundraising prospects around.
What works best is real, authentic, engaging relationships with donors. You build trust, and you build affinity. You help the donors see that the work you do is a result of their investment in your mission. When donors have that kind of confidence in your organization, they rally to your side, in good times and in bad. (And if you need a little help with that, schedule a free consultation with me. I offer a free 25-minute session to all CauseVox clients!)
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