Care2's Digital Engagement Blog

Every year, charities and nonprofits experience churn on their donor file. A significant percentage of supporters will eventually stop responding to direct mail, donating online, following a charity on social media, or opening cause-related emails!

As a nonprofit professional, you have an intimate understanding of the importance of fundraising for your organization’s overall success.

When the pandemic first hit, a clear trend emerged. Fundraising for coronavirus-related relief, such as philanthropic initiatives related to first responders and food insecurity, rightfully surged. However, for causes not directly related to COVID-19, fundraising declined.

Thinking about how to get your end-of-year appeals in front of the audience most likely to respond? 

“Fundraising succeeds because of authentic relationships with donors built on strong, trusting relationships among staff, board, and volunteers.” 

Donors, volunteers, and advocates for good causes are hungry to hear from the organizations they support.

Here at Care2, it’s common for members to tell us: “I want to know how I can help.”

Many organizations have been consistently communicating with supporters throughout the COVID-19 pandemic, sending email updates and reaching out by phone to talk to their community members.

The best communication in a crisis is transparent and thoughtful. Honesty with your donors helps build lasting and meaningful relationships with the people who support you.

Here is a great example from Surfrider Foundation. In this email, Surfrider let their community know about the direct mail piece they had produced and scheduled before the coronavirus outbreak.