How COVID-19 is Impacting Year-End Fundraising

by Cameron Ripley  |   |  Fundraising  |  0 comments

2 min to read ✭ In this post, you'll learn how COVID-19 is impacting year-end fundraising and strategies for how your nonprofit can combat it.

The COVID-19 pandemic has changed the way nonprofits operate and think about fundraising but one question lingering on the minds of many is how will it affect year-end fundraising in 2020? Will it have an impact at all or can the social sector expect things to be par for the course? 


How COVID-19 Has Impacted Fundraising

It’s not really a matter of if, it’s more of a matter of how COVID-19 has impacted your nonprofit’s individual fundraising efforts this year.  Increased fundraising expectations across the board, forced telework, increased family work, pandemics, revolutions, and more beneficiaries in need than ever. Both directly and indirectly, COVID-19 has made fundraising more difficult in 2020.


How Your Nonprofit Can Combat the Effects

So how does it continue to impact year-end fundraising 2020 and how can we as nonprofit marketers combat it?

You might be worried that your donors are fatigued but you still must ask and fundraise during year end 2020. This is why you have to continue to develop and produce the best creative your organization ever has.


Strategies to Incorporate This Year-End

You also have to start fundraising for the year end even earlier than normal. Your campaign should launch with gratitude in early November with hard asks starting at least a week before Giving Tuesday.

Look for ways to increase audience engagement like petitions, shareable resources, Facebook fundraising, and more.

Don’t hesitate to aim for smaller gifts with a recurring focus. Some donor segments likely have less spending money so asking for a smaller recurring amount can be both refreshing for the donor, as well as more profitable for your organization. We live in a subscription-based world so people are preferring to give monthly more and more. Be sure to give this option in addition to one-time gifts.

Cameron Ripley

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