I’ve been thinking for weeks about starting some type of site/feed/page that celebrates the good stuff that’s happening every day during this crisis. I’ve enjoyed the “living room concerts”, the positive-thought chain letters (!), the grit and ingenuity going into finding medical solutions, and the stories of amazing, selfless acts of health care professionals and others that are happening every minute during these dark days. Wouldn’t it be great to consolidate some of those uplifting stories?
And then my daughter introduced me to the “Good News Movement” page on Instagram. It’s just what the “doctor”, and the time, ordered.
It’s also the prescription for nonprofits who are desperately trying to figure out the best way to connect with their constituents right now — in addition to trying to stay afloat so they can continue their good work.
My bet is that you, someone on your board, or one of your volunteers or donors have some sort of amazing, impressive, heartening story to tell about how they’re helping others during the pandemic. I’m reasonably sure that there are dozens of “good news” stories (if not more) happening in your organization’s universe.
You just need to look.
In the last few years, trust among nonprofits has been at, perhaps, its lowest point ever. Per the 2020 Edelman Trust Barometer, only 50 percent of Americans trust NGOs to “do what is right”. In the UK, it’s 48%, and 55% in Canada.
So when you go to fundraise — either now or after things calm down in the world — you have to assume that the prospect you’re going after has an even chance of not trusting you even before you begin your pitch. Not so good.
But today is different. Today you have an opportunity to increase, and even optimize, the level of trust between your nonprofit and your donors, whether they be current donors or prospects.
Look at your mailing list. Talk to your board members and volunteers. Consult with your staff. Find the good news. Figure out a way to highlight, share and celebrate the wonderful things that “your people” are doing during this crisis. Not just relative to what your organization does, but whatever, and wherever, those good things are happening.
By sharing the good news, you’re showing that you’re not that myopic nonprofit that cares only about its own mission and goals. You’re showing that you and your staff are human beings who are in the nonprofit world because you care, and although you’re focused on one part of doing good, you’re still citizens of the world.
Once you reach out and make it clear that you are a partner to your donors, that you are serious about relationships (in good times and not-so-good times), the trust will follow.
We’re all in this together. Let’s make the most of it.
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- Lisa
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Welcome to Philanthropy 451, a weekly newsletter with my thoughts on the state of the nonprofit industry, including anecdotes, statistics, and helpful recommendations. I'm Lisa Greer and I'm obsessed with Saving Giving.